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Instagram Threads is finally rolling out the most-requested feature: direct messaging! Now users can chat with others without leaving the app, making it easier to stay connected. The addition of direct messages brings Threads closer to other text-based social apps, like X and Bluesky, where users can engage directly or in group chats.
However, unlike X, Threads is not focusing on encrypting its messages. According to Threads VP of Product, Emily Dalton Smith, the main goal is to connect people and facilitate conversations in real-time. The platform is building a unique community separate from Instagram, with users creating their own interest graphs.
Interestingly, over a third of Threads users have less than a 50% overlap between their Instagram and Threads connections, showing that people are engaging with different sets of individuals and topics on each platform. Meta is even exploring ways for users to use Threads without needing an Instagram account, such as logging in with Facebook or creating a Threads-only account.
Threads is also working on enhancing community engagement through features like tags, topic feeds, and highlighting top contributors. In the coming months, users can expect to see more suggested accounts to follow and a focus on showcasing active discussions and perspectives within the app. The new highlight feature will further enhance the user experience by showcasing trending topics and conversations to join in on.
There are no current plans to monetize Threads beyond ads, according to Smith from Meta. The focus is on getting ads right and using AI for background tasks like trending topics. While AI features are not ruled out for the future, the team is prioritizing community feedback in building the app.
Threads, with 350 million monthly active users, is not small compared to newcomers like Bluesky. However, it still has much to prove to Meta’s family of apps with user bases in the billions. DMs were recently tested in markets like Hong Kong, Thailand, Argentina, and Brazil ahead of the global launch.
