Meta Platforms has begun rolling out direct messaging on its Threads app, introducing a long-requested feature as it seeks to draw more users and better compete in the crowded social media landscape.

CEO Mark Zuckerberg announced Tuesday that users in select markets, including Hong Kong and Thailand, will soon have access to a dedicated inbox within the Threads app. The feature removes the previous reliance on Instagram’s messaging platform and marks a step toward making Threads more independent and user-friendly.

The messaging function, however, will not be end-to-end encrypted at launch, Meta confirmed.

Launched in 2023 as a direct rival to Elon Musk’s X (formerly Twitter), Threads quickly surged in popularity amid frustrations with X’s direction under Musk. The app now boasts over 350 million monthly active users, according to Meta.

Threads is closely integrated with Instagram, leveraging the latter’s massive user base to attract engagement. It forms part of Meta’s broader strategy to challenge platforms like X, TikTok, and Reddit in the battle for digital advertising revenue.

While Meta expanded advertising on Threads globally in April, the company has downplayed its immediate financial impact, saying Threads is not expected to significantly boost revenue in 2025.

Still, the platform continues to grow. Market research firm eMarketer projects that Threads’ U.S. monthly active users will rise 17.5% to 60.5 million by next year—surpassing X, which is expected to see a 14.4% drop in its U.S. user base to 50 million.

The move to add direct messaging comes as social media companies grapple with shifting user expectations and competitive pressures. With tighter U.S. trade restrictions and the rapid evolution of AI-powered ad targeting, platforms like Threads are increasingly adopting distinctive features and smoother user experiences to maintain momentum.