Instagram Threads has officially rolled out one of the most highly requested features to its user base: the ability to send direct messages (DMs) without needing to switch to another application, such as Instagram. This exciting update is being implemented globally, starting on Tuesday, and comes alongside a new visual element known as highlighter. This feature aims to emphasize engaging perspectives and conversations, beginning with trending topics that capture users' interests.
At its launch, the Threads DMs will provide a basic yet functional set of features. Users will be able to engage in one-on-one chats, utilize preset emoji reactions, report spam, and mute DMs, much like they can on Instagram. However, more advanced functionalities, including group messaging, inbox filters, and enhanced message controls, are expected to be introduced in future updates. Currently, users cannot block a follower or mutual from messaging them; the only option is to block them on Threads, which simultaneously blocks them on Instagram as well. To control who can send them messages, users must decide whether or not to follow the individual in question.
Initially, the DMs feature will be accessible to users aged 18 and above in most markets where Threads is available. Notably, this excludes regions such as Japan, Australia, the U.K., and the EU. With the introduction of direct messaging, Threads positions itself as a more competitive player against other text-first social apps, like X and Bluesky, which allow users to interact directly or in group chats.
While X is currently developing encrypted direct messages in its X Chat feature, Threads has no plans to implement encryption for its private messaging. Emily Dalton Smith, the VP of Product at Threads, emphasized that "we're not encrypting our DMs." Instead, she highlighted that the primary aim is to facilitate direct connections and conversations, making encryption less central to the overall experience.
One of the fascinating aspects of Threads is the community it fosters. Smith noted that users are creating their own unique "interest graphs" on Threads, which differ significantly from their social graphs on Instagram. According to Meta, over a third of daily Threads users have less than a 50% overlap between their Instagram and Threads connections. "Instagram is really for creativity, while Threads is focused on perspectives," Smith remarked.
Recognizing the evolving relationship between Instagram and Threads, Meta is exploring alternative ways for users to access Threads without needing an Instagram account. This includes testing login options via Facebook accounts (in Europe) and the possibility of creating Threads-only accounts. Furthermore, users may soon have the ability to access Threads from the web without logging in at all.
The Threads creator community is also unique, comprising not only popular creators from other platforms but also individuals like David Rushing, a dedicated fan who has cultivated an NBA community on Threads. Smith indicated that Threads is keen on making it easier for users to discover similar communities, which is a key focus in the app's upcoming roadmap. To facilitate this, Threads previously introduced tags (akin to hashtags without the "" symbol) to help organize conversations and has created topic feeds to highlight discussions within specific areas of interest.
The new highlight feature is designed to enhance user engagement. Currently, it highlights trending topics related to the content users are exploring in their For You feed. Over time, Threads may expand this feature to showcase diverse perspectives from users or active conversations within various topic feeds, encouraging users to participate more actively.
Regarding monetization, Smith confirmed that there are no immediate plans to monetize Threads beyond advertising. However, Meta has developed an AI feature that could be integrated into the app's experience, although the primary focus remains on perfecting ad placement. Smith stated, "We consider probably all ideas, but we’re really just building on what our community tells us and trying to prioritize such a small and growing app." Despite its relatively small size, with 350 million monthly active users, Threads still has significant potential compared to newer platforms like Bluesky, which has 37 million registered users. Nevertheless, Threads has much to prove within Meta's extensive portfolio of apps.
