Meta Tests Native Messaging on Threads in Asia, South America

Meta Platforms is beginning to test a long-anticipated direct messaging (DM) feature within its Threads app, initially launching in select markets such as Hong Kong, Thailand, and Argentina. This new messaging system will provide a standalone inbox native to Threads, eliminating the previous need to switch to Instagram for private chats, and signaling Meta's effort to develop Threads into a more complete social media ecosystem to rival platforms like Elon Musk's X. At launch, the DM feature will support only one-on-one messaging without encryption, group chats, or advanced functions such as file sharing or disappearing messages, reflecting a cautious approach compared to competitors. Threads, which has surpassed 350 million monthly active users since its 2023 launch, is expected to grow its U.S. user base beyond that of X in 2026, although Meta does not anticipate Threads to be a significant revenue driver this year. The introduction of direct messaging addresses user demand for integrated communication and comes amid broader industry efforts to enhance social media offerings with new features and AI-powered ad targeting amid increasing market competition. Meta’s move also highlights the evolving relationship between Threads and Instagram, as Threads moves away from relying on Instagram’s infrastructure for messaging.