Earlier this year, in July, Meta launched its text-based social media platform, Threads, but the app has been unavailable in the EU due to compliance issues with the region’s regulations. However, the wait for users in Europe may be over soon, as Meta’s Threads could be launched in the EU this month.
The Wall Street Journal has reported that Meta could launch Threads in the EU in December.To comply with EU regulations, Meta may offer a view-only mode of its app to users in the region. This means users will not be required to create a profile to view posts, but they may need to create one if they want to post content. It remains unclear how personalised recommendations will be built for view-only users.
Previously, user accounts on Threads were directly linked to Instagram accounts. This meant that if you deleted your Threads account, your Instagram account would also be deleted. However, this has recently been changed, and users can now delete their Threads accounts without having to lose their Instagram accounts, too.
EU law requires explicit consent for personalised ads based on such data collection. Even though Threads does not have ads right now, it does collect some user data through its connection with Instagram logins, as stated in the privacy information on the App Store.
Threads had a monumental start, but users complained about limited functionality and brand posts. Meta has since added new features, bringing in “just under” 100 million active users, and CEO Mark Zuckerberg wants to have a billion people posting on Threads. “I’ve thought for a long time that there should be a billion-person public conversations app that is a bit more positive.,” said Zuckerberg during an earnings call in October. Launching Threads in the EU could surely bring it closer to Zuckerberg’s milestone.