Threads Launches Direct Messaging Feature, Setting Itself Apart from Instagram

Instagram Threads is rolling out its highly awaited feature: direct messaging, enabling users to chat without needing to toggle between apps like Instagram. The global launch of direct messages (DMs) will commence this Tuesday, alongside a new visual feature dubbed the “highlighter.”

This highlighter will emphasize interesting discussions and viewpoints, starting with Trending Topics, according to Meta.

At first, Threads DMs will offer a basic set of features, enabling one-on-one conversations, preset emoji reactions, spam reporting, and options to mute DMs (similar to Instagram). Future updates are expected to introduce additional functionalities, such as group messaging and inbox filters.

Currently, users cannot block followers or mutual contacts from messaging them; blocking someone on Threads will also impact Instagram. To control who can message you, you’ll need to decide whether to follow the individual.

Upon launch, DMs will be accessible to users aged 18 and over in most regions where Threads is available, excluding Japan, Australia, the U.K., and the EU.

With the advent of DMs, Threads is positioning itself to rival other text-focused social platforms like X and Bluesky, where users can engage directly or join group discussions.

However, even as X develops encrypted messaging with X Chat, Threads does not intend to make security a priority for its private messaging feature.

“We’re not focused on encrypting our DMs,” Emily Dalton Smith, VP of Product at Threads, announced. “The aim is to foster direct connections and discussions about what’s relevant right now, making encryption less crucial to the overall experience.”

She added that DMs are designed to strengthen the community feeling cultivated in Threads’ public platform — a network that is evolving to be distinct from its parent app, Instagram, as Smith noted.

“What excites us is that users are building their own networks within Threads,” she commented. “They’re crafting a unique interest graph that is separate from the social graph connected to their Instagram account.”

Despite being rooted in Instagram’s social architecture, over one-third of daily Threads users report having less than 50% overlap with their Instagram contacts, as stated by Meta.

“Instagram is mainly for creative expression, whereas Threads is about sharing perspectives,” Smith noted.

Meta has also observed that users are following different people on Instagram and Threads, leading to a variety of interests and discussions.

Acknowledging this trend, Meta plans to explore features that would allow users to interact with Threads independently of their Instagram accounts.

For instance, the company is considering providing the option for users to log in with their Facebook accounts (in Europe) or to create a Threads-specific account. Additionally, they’re testing web access without requiring a login.

The community of creators on Threads is also impressive. While it includes well-known creators from other platforms, several have emerged as creators on Threads itself. For example, David Rushing, a passionate fan, created the NBA Threads community.

Smith stated that Threads aims to enhance user experiences by helping users discover communities like this, which is a significant focus of the app’s future plans.

To this end, Threads initially introduced tags (akin to hashtags but without the # symbol) to categorize discussions. It later launched topic feeds to showcase everything being talked about regarding specific interests. Now, the focus will shift towards recognizing active contributors within these communities.

Threads plans to feature more recommended users for follow in searches and recommendations in the upcoming months, Smith explained.

The new highlight feature could assist in this effort.

Currently, this feature illuminates trending topics related to the content in your For You feed. In the future, Threads plans to highlight user insights or vibrant conversations worth exploring, including within different topic feeds.

At this stage, Meta hasn’t outlined plans to monetize Threads beyond advertisements, as confirmed by Smith, despite the presence of an AI feature that could be integrated, akin to how xAI’s chatbot, Grok, is used to promote X Premium subscriptions.

Instead, Meta’s primary focus is on refining advertisement effectiveness while utilizing AI for backend tasks, such as creating headlines and summaries for trending topics.

This doesn’t mean the team will overlook AI features in the future.

“We entertain nearly all ideas,” Smith stated, “but our priority is to develop based on our community’s feedback and prioritize this growing application.”

To put it in perspective, Threads is not a small platform; it has 350 million monthly active users, significantly exceeding newer platforms like Bluesky, which has 37 million registered users. However, within the context of Meta’s suite of apps, where user bases number in the billions, Threads has considerable ground to cover to fulfill its parent company’s expectations.

Before its global rollout, DMs were trialed earlier this month in markets such as Hong Kong, Thailand, Argentina, and Brazil.