Meta introduces direct messaging on Threads, testing in select markets without encryption to boost user engagement and compete with rivals like X and TikTok.

• Threads tests DMs in Hong Kong, Thailand; no encryption for now to streamline user experience and rival platforms.
• Meta expects Threads to hit 350 million users but not drive 2025 revenue, focusing on ad expansion and competition with X.
• Emarketer forecasts 2025 U.S. growth to 60.5 million Threads users, surpassing X’s projected 50 million amid AI ad trends.