Meta has been cautious about launching its Snapchat-like app Threads in the European Union (EU), wanting to ensure the new platform adheres to the bloc’s strict regulations for online services before debuting there.
To meet requirements around user data and privacy, Threads will allow EU users the choice to use the app purely for content consumption without having a profile that allows posting their own content.
The EU launch comes as Meta seeks to grow Threads usage worldwide, with the app recently surpassing 100 million monthly active users globally. The expansion follows additions made earlier this year, like introducing a web version of Threads, improved search and editing tools, and more. Additionally, you can also read about- Threads App Introduces Unique Take on Hashtags, Begins Testing in Australia
The Threads growth also comes as advertisers suspend spending on rival platform X, following controversial actions by new owner Elon Musk. Meta sees an opportunity to provide marketers with another venue for reaching a coveted young demographic as X struggles with brand safety concerns.
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