As X nears implosion, Instagram’s Threads plans expansion to the EU sooner than you might think

Hot on the heels of the news that more than 100 companies have removed their ads from X, the competition is starting to get serious. Meta-owned Instagram launched Threads earlier this year, although it didn’t go live for one key group of people — those who live in countries that are part of the European Union. That could be about to change.

Threads only launched outside of the EU due to concerns over local rules surrounding how apps and services have to function, and the interlink between Threads and the Instagram app proper was thought to be a potential concern for regulators. But as X owner Elon Musk continues to alienate advertisers and users alike with controversial comments on a variety of things, Threads could be about to get a huge shot in the arm.


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