The Threads app has finally arrived in Europe, over five months after its launch in the United States, the United Kingdom, and other locations worldwide. Following a countdown and teaser invitation on Instagram, the app is now officially available on the web, according to the engadget website.
Earlier this year, in July, Meta launched the text-based social media platform Threads, but the app was not available in the European Union due to compliance issues with the region’s regulations. The delay is said to be due to the upcoming Digital Markets Act (DMA) of the EU, set to be enforced in 2024. As one of the seven technological “Gatekeepers,” Meta wanted to ensure its compliance with the Digital Markets Act (DMA), particularly regarding data sharing rules between applications. In compliance with EU policies, the app also allows users to access the platform without needing to create a profile.
Threads was launched on July 5th on mobile with a basic feature set and required users to log in using their Instagram accounts. It closely resembled Twitter (now X) at its launch, supporting text posts up to 500 characters, along with images and videos up to five minutes in duration. It also supports reposting and quote posts, allowing users to limit their replies and block/report other users.
Previously, user accounts on Threads were directly linked to Instagram accounts, meaning deleting your Threads account also deleted your Instagram account. However, this has recently changed, and users can now delete their Threads accounts without losing their Instagram accounts as well.
Since its initial launch, Threads has added several new features, including a web version, “following” and “for you” feeds, the ability to send Threads posts on Instagram, and the option to sort the following list and like posts on your profile page. The app has also started testing interoperability with decentralized services like Mastodon and other fediverse apps, aligning with the EU’s goal of interoperability under the Digital Markets Act (DMA). This compliance is particularly significant given Meta’s challenges in adhering to the EU’s strict data privacy regulations.
Interestingly, Threads’ expansion into Europe allows users to sign up with their Instagram profiles or use the app without a profile, which limits their interaction with posts. This option seems to be Meta’s way of addressing European regulators’ concerns regarding Threads’ close links to Instagram.
The app’s entry into the EU market is a strategic move by Meta, especially considering the current state of its rival, Elon Musk’s X (formerly Twitter), which has faced challenges and controversies recently.
