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.

🔗 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.