Meta's Threads launched its own direct messaging system today, marking a decisive step toward independence from Instagram as the text-based social platform seeks to compete more directly with X and Bluesky.
The messaging feature, rolling out globally to users 18 and older, allows one-on-one conversations between mutual followers without requiring users to switch to Instagram. The move addresses what the company says has been users' most-requested feature since the platform's launch nearly two years ago.
The initial rollout includes basic messaging capabilities with preset emoji reactions and spam reporting, but excludes advanced features like group messaging and inbox filters, which will arrive later1. Users can only message mutual followers on Threads or Instagram, a restriction Meta says prioritizes safety and user control2.
The feature launches in most markets where Threads operates, except Japan, Australia, the United Kingdom, and the European Union1. Users who don't see the new envelope icon in their navigation should ensure they have the latest app version, as rollouts can take days to reach all users3.
Alongside messaging, Threads introduced a "highlighter" feature that emphasizes trending topics and notable discussions across the platform12. The visual element appears in areas like the explore tab, designed to surface unique perspectives and active conversations.
The updates come as Threads continues rapid growth, reaching 350 million monthly active users as of May 2025, according to Storyy3. Meta revealed the platform added 30 million users in the first quarter of 2025 alone, accelerating from 20 million additions in the previous quarter3.
The messaging launch underscores Threads' evolution as an independent platform. More than one-third of daily Threads users follow different accounts than they do on Instagram, Meta said, indicating the platform is "establishing its own unique user base"1.
Previously, Threads users had to rely on Instagram's messaging system or share posts to other Meta apps like WhatsApp and Messenger2. The change represents another step in Meta's effort to distance Threads from Instagram's infrastructure, following recent moves to separate content filtering systems between the two platforms3.
Threads launched in July 2023 as a Twitter alternative, initially gaining 100 million users within five days before seeing significant user decline45.
