Meta Platforms is rolling out direct messaging on its Threads app, starting in select markets like Hong Kong and Thailand, to boost user engagement. The feature will not be encrypted initially. Threads, launched in 2023, has over 350 million monthly active users but is not expected to significantly drive revenue growth by 2025. eMarketer projects a 17.5 percent increase in U.S. monthly active users for Threads, reaching 60.5 million, while X is expected to decline by 14.4 percent to about 50 million users.