Meta Platforms has introduced a direct messaging feature in its Threads app, aimed at users in select markets, including Hong Kong and Thailand.

Currently in testing, this feature includes a dedicated inbox for users to communicate directly without using Instagram’s messaging platform.

CEO Mark Zuckerberg confirmed Threads messages won’t be encrypted for now.

Threads, launched in 2023 to rival X, has reached over 350 million monthly active users.

Meta aims to grow Threads via Instagram integration, but despite opening ads to all in April 2025, it doesn’t expect major revenue gains until after 2025.

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🔗 Source: Reuters

🧠 Food for thought

1️⃣ Direct messaging completes Threads’ evolution into a standalone platform

Direct messaging has long been considered a fundamental feature of successful social platforms, representing a critical gap in Threads’ functionality until now.

Research shows that DMs are standard across all major platforms including Instagram, Facebook, and Twitter (now X), enabling personalized customer communication, private feedback handling, and relationship building 1.

This addition follows a platform evolution pattern where new services launch with a core differentiating feature set before gradually adding industry-standard capabilities to reduce friction and user switching.

By eliminating the need to switch to Instagram for private messaging, Meta is transforming Threads from a complementary Instagram extension into a more complete social network that can better compete with X and other text-focused platforms.

The introduction of DMs addresses a key user need, as 75% of Threads users already follow at least one business account, indicating strong potential for private business-consumer communication 2.

2️⃣ Meta demonstrates strategic patience with Threads monetization

Despite Threads’ impressive growth to 350 million monthly active users, Meta has explicitly stated it doesn’t expect the platform to meaningfully drive revenue in 2025, showcasing a deliberate long-term approach.

This strategy mirrors Meta’s previous playbook with Instagram and WhatsApp, where the company prioritized user acquisition and engagement before aggressive monetization 3.

Meta only expanded advertising on Threads globally in April 2025, nearly two years after launch, despite the platform reaching 100 million users within just five days of its July 2023 debut 4.

The company’s strong overall financial performance, $48.39 billion in revenue for Q4 2024, a 21% year-over-year increase, provides the financial flexibility to prioritize Threads’ user growth over immediate revenue 5.

Industry projections suggest this patience could pay off significantly, with Threads expected to generate $4.5 billion in revenue by 2025 and potentially add $11.3 billion to Meta’s annual revenue by 2026 6.

3️⃣ Threads is winning the post-Twitter social text battle through strategic positioning

Meta carefully positioned Threads as a more stable, brand-safe alternative to X following Elon Musk’s takeover of Twitter, a strategy that appears to be yielding measurable results.

Research firm eMarketer projects that Threads’ U.S. monthly active users will grow 17.5% to 60.5 million by next year, while X’s user base is expected to decline 14.4% to 50 million – a clear indication that Threads is capturing market share 7.

Threads gained unprecedented initial traction, reaching 100 million users in just five days compared to the eight years it took Twitter to reach the same milestone, demonstrating extraordinary interest in a Twitter alternative 8.

While user engagement initially fluctuated with daily active users falling from a peak of 49.3 million to around 33 million, Meta has steadily improved the platform, leading to a 35% increase in time spent by users through enhancements in recommendation algorithms 9.

The battle for text-based social media dominance has significant commercial implications, with approximately three-quarters of Threads users following at least one business account, creating valuable opportunities for brand engagement once Meta fully monetizes the platform 2.

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