Meta AI now available in Threads direct messages, expanding its platform reach

Meta has begun deploying its AI assistant directly into Threads' direct messaging feature, allowing users to have one-on-one conversations with the chatbot beyond the public timeline.

Private AI conversations come to Threads#

The rollout represents an expansion of Meta's existing AI presence on the platform. While Threads users in certain regions could already engage with Meta AI in public discussions—similar to how Grok functions on X—the new private DM feature marks the first time the assistant is available for confidential conversations on the service. The global launch is underway as of Monday.

Within these private chats, users can share Threads posts, images, links, and video content directly with Meta AI, then ask follow-up questions and explore topics in greater depth.

Keeping users inside Meta's walled garden#

The move reflects Meta's broader strategy to retain its user base by reducing the appeal of third-party alternatives. By making AI assistance seamlessly available across Threads without requiring users to switch apps or services, the company aims to compete with established chatbots from OpenAI and Google that might otherwise pull users away.

Meta AI already functions within direct messages on Facebook, Instagram, and WhatsApp, so bringing the feature to Threads completes integration across its major social platforms.

Public AI still in testing phase#

The company is continuing to refine how Meta AI appears in Threads' public feeds, currently testing the feature in select markets and gathering user feedback before rolling it out more broadly. Those who prefer fewer AI responses in their timeline have options: they can mute the @meta.ai account, click "Not interested" on specific Meta AI posts, or suppress the assistant's replies that appear under their own content.