Meta’s social media app Threads has finally made its debut in the European Union, five months after its initial global release. Positioned as a contender to Elon Musk’s X, formerly known as Twitter, Threads generated significant buzz during its launch but faced delays in the EU due to the region’s stringent data and big tech regulations.
Mark Zuckerberg, Meta’s CEO, enthusiastically welcomed new European users through a post on Threads. A Meta spokesperson highlighted that the platform had undergone “significant improvements” since its initial release in July, addressing earlier issues that led to a decline in user interest. The lack of key features like a website and search function contributed to the initial waning of user engagement.
Starting now, users in the EU can opt to create a Threads profile linked to their Instagram account, providing them with a consistent experience comparable to users worldwide. Alternatively, users can use Threads without a profile.
Three weeks after its launch, Threads experienced a significant drop in users, prompting Zuckerberg to acknowledge the setback. Subsequent updates and the introduction of new features have managed to recover some of the lost user base, but Threads still lags behind X and other platforms like TikTok, Instagram, and Facebook in terms of user numbers.
While Meta has not officially disclosed the reason for the delayed EU launch, it is speculated to be linked to the bloc’s stringent regulations. A Meta spokesperson had previously cited “upcoming regulatory uncertainty” as a factor. The introduction of the EU’s Digital Services Act in August, imposing new obligations on major tech companies to enhance user protection and transparency, likely played a role in Meta’s decision.
Threads request access to various data on users’ devices, including location data, purchases, and browsing history. It remains unclear if the app has undergone substantial changes to comply with the EU’s legal framework.
However, Meta’s announcement in October regarding subscription services, designed to eliminate ads across its platforms, suggests a proactive approach to address EU concerns. This move followed Meta’s €390 million fine in January for violating EU data rules related to ads.
The subscription model, aimed at assuaging EU worries, is exclusively available to individuals in the EU, European Economic Area, and Switzerland, excluding the UK. This strategic move aligns with Meta’s commitment to navigate and adhere to evolving regulatory landscapes, showcasing the company’s efforts to establish a robust presence in the EU market.
