Internet users in the European Union have been eagerly awaiting the arrival of Threads, an Instagram app. Despite being launched in the United States and other countries back in July, EU users have been left out due to concerns about regulatory oversight from Brussels. However, there are now signs that the wait may finally be over. When visiting the Threads website, EU users are greeted with a countdown timer that is set to end on Thursday at 1100 GMT. Speculation is now swirling that this countdown signals the app’s debut in the bloc.
In addition to the countdown timer, EU users can also search for a “ticket” that leads them to a digital invitation for the Threads EU launch. This invitation features the same countdown timer along with the words “Threads EU launch” and a QR code. It seems that Instagram is actively preparing for the app’s introduction to the EU market but has remained tight-lipped about the specifics, refusing to comment when contacted by AFP.
Threads has gained attention as a potential challenger to X, formerly known as Twitter, which remains one of the largest social media platforms in the world despite facing its own challenges since Elon Musk’s takeover in 2022. Within just a few hours of its launch in 100 countries, Threads garnered over 30 million sign-ups. Mark Zuckerberg, CEO of Meta, the parent company of Instagram, expressed his optimism about the app’s potential to become a leading platform for over a billion users. Threads aims to offer a “public conversations app” that caters to a wide range of users, including celebrities, companies, and politicians.
The European Union has established a robust legal framework to regulate Big Tech companies, including the Digital Markets Act (DMA) which sets out rules for how these “gatekeeper” companies conduct their online business. Meta, being aware of the EU’s regulatory landscape, has been cautious about launching Threads in the bloc. The company has faced scrutiny in Europe for its handling of personal data and has struggled to comply with the EU’s stringent data privacy rules.
Since November, Facebook and Instagram users in Europe have faced a choice between paying to continue using the social networks and retaining the EU data-privacy protections or opting for a “free” version that collects their personal data for targeted advertising. This controversial “pay for privacy” approach is currently facing two legal challenges. It remains to be seen how the outcome of these challenges will impact Meta’s operations in the EU, as the company aims to navigate the complex landscape of data privacy regulations and user preferences.
An Expanding User Base
With over two billion users on Instagram, Meta is banking on Threads to expand its reach even further. The company’s goal is to position Threads as the go-to platform for various users, offering unique features and functionalities that set it apart from competitors. As the app prepares for its potential launch in the EU, the anticipation is growing among European internet users who are eager to experience what Threads has to offer.
The countdown timer and digital invitations hint at the imminent arrival of Threads in the European Union. Instagram’s parent company, Meta, is strategically navigating the EU’s regulatory landscape while aiming to strengthen its position in the social media market. As the app gains popularity worldwide, EU users are eagerly anticipating the addition of Threads to their social media toolbox.
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