Threads is testing a new Meta AI integration meant to surface real time context on trends and breaking stories, while also offering personalized recommendations, all directly inside ongoing conversations. The goal is to make AI assistance feel embedded in the chat flow—closer to how Grok works—rather than pushing users to a separate tool or page.
Threads is adding messaging to the web, bringing its desktop experience closer to rivals like X and Bluesky. The update aims to make conversations easier without switching devices or apps, potentially shifting how users engage on the platform from posts to direct back-and-forth. It’s a targeted move to keep Threads competitive on desktop.
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Meta’s Threads has crossed 150 million daily active users, giving the platform major reach. The company is rolling out advertising globally, including on Threads and WhatsApp Status, and says the focus is stronger user experience and ad relevance. Still, Meta expects monetisation to be gradual, with neither Threads nor WhatsApp set to materially boost revenue soon.
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