Meta’s Threads is expanding its messaging capabilities with the launch of group chats for up to 50 users, alongside a broader rollout of its direct messaging feature across the European Union. The update comes as Threads, which now boasts over 400 million monthly active users, continues evolving from a text-based social platform into a more interactive communication space.
According to Emily Dalton Smith, VP of Product Management at Threads, the new feature allows users aged 18 and above to share text posts, videos, GIFs, and emojis within group conversations, similar to how they engage on the public timeline. However, Smith clarified that Threads’ group and direct messages are not end-to-end encrypted, as the feature is designed for casual, real-time conversations rather than private communication.
Smith explained that messaging on Threads aims to help users connect more deeply around shared interests, such as discussing live sports, trending shows, or cultural moments. The platform is focusing on building a space where users can “go deep with people who share their interests,” rather than replicating secure chat platforms like Signal.
This rollout also aligns with Meta’s broader strategy of refocusing Instagram around Reels and DMs, two areas that consistently drive engagement. Now, Threads is following the same trajectory by making private and group messaging a core part of its experience, mirroring similar moves by rival platform X. However, while X is pivoting toward encrypted chats through its new XChat service, security researchers have questioned its reliability compared to dedicated privacy apps.
To maintain user safety and control, Threads will limit who can add someone to a group chat. Only users you follow can invite you to one, a restriction that’s slightly tighter than its direct message policy, where non-followers’ messages go into a “Message Requests” folder. Additionally, message requests disable links and media by default to reduce spam, and users can filter or disable message requests altogether.
The new update also brings small usability improvements. Users can now name their group chats and, in future updates, share an invite link to easily add new participants—making it simpler for members of Threads’ growing “Communities” to connect.
Smith shared that users tend to engage with different social circles on Threads compared to Instagram. Data shows that one-third of daily Threads users follow less than half the same people they follow on Instagram, suggesting a new network dynamic built around interests rather than personal connections.
For European users, the messaging rollout marks a major milestone. Starting this week, users across the EU will finally gain access to both one-on-one and group chats, unifying the Threads experience across global markets.
