Meta unveils two major updates to its Threads platform: direct messaging capabilities and a new “Threads highlighter” feature designed to emphasize trending conversations and unique perspectives within the app.

Messaging Arrives After User Demand

The direct messaging functionality, one of the most requested features by users, enables conversations to transition from public discussions to private exchanges within the app. Meta is implementing the feature with initial limitations, allowing messaging only between followers or mutual Instagram followers who are 18 years or older.

“Threads was created for sharing perspectives that generate vibrant, public conversations, but sometimes you want to take a conversation further, one-on-one,” Meta stated in its announcement.

Upcoming messaging enhancements will include message controls for determining who can initiate contact, group messaging capabilities, and inbox filtering options.

New ‘Highlighter’ Feature

The second major update introduces the “Threads highlighter,” a visual element that elevates unique perspectives, leading to thoughtful conversations. Initially, the highlighter will appear in content discovery sections, marking trending topics, with additional placements planned.

Platform Growth and Differentiation

As Threads enters its third year, Meta reports that the platform is establishing a distinct identity from Instagram, with more than a third of daily users mainly following different accounts on Threads than they do on Instagram.

The updates follow several feature enhancements introduced in recent months. In May, Meta added multi-link support, allowing users to include up to five links in their profile bios, enhanced analytics with link performance tracking, and expanded the Insights dashboard with weekly metric recaps.

In April, Meta expanded advertising on Threads globally to all eligible advertisers after limited testing in select markets. The platform, which now serves over 320 million monthly active users, implemented brand safety features including inventory filters that control content sensitivity levels near advertisements.

While Meta CFO Susan Li previously indicated that Threads is not expected to be “a meaningful driver of 2025 revenue,” the platform continues to grow. Meta CEO Mark Zuckerberg has projected that Threads could reach more than 1 billion users over the next “several years.”

Meta describes these updates as part of its ongoing focus on “supporting communities and creators, highlighting fresh perspectives and maintaining a space where conversations and communities thrive.”