After multiple complaints from EU-based users, Meta has confirmed that it is blocking efforts to access the Threads app through a Virtual Private Network (VPN). The company launched Threads last week, but due to privacy concerns around the app, it is not available in the EU.
Blocking Efforts to Access Threads App via VPN
Several EU-based users started posting screenshots on Twitter earlier today indicating that they were unable to access the Threads app even after using a VPN. Instagram appears to have blocked EU users from accessing Threads via a VPN.
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Is this true @mosseri? pic.twitter.com/3QcqoKeGuo — Matt Navarra (@MattNavarra) July 14, 2023
Okay, it actually seems as if Meta truly decided to ban Europe in Threads, as it’s available globally, but not from Europe (even with a VPN). pic.twitter.com/Al64RL674G — Yury Molodtsov (@y_molodtsov) July 14, 2023
Privacy Concerns and EU Data Protection Law
The Threads app extensively tracks users, per Meta’s privacy policy and the app’s iOS listing. This approach creates legal and regulatory challenges for Meta in the EU.
Under EU data protection law, Meta requires a valid legal basis to process such personal data legally for ad targeting — an area where the company is facing increasing uncertainty following a recent Court of Justice ruling.
Digital Markets Act and Applicable Gatekeeping Giants
The bloc’s shiny new ex-ante antitrust regime, the Digital Markets Act, also places limits on how applicable gatekeeping giants can combine data for ads. And Meta has reportedly cited uncertainty over how the DMA will apply to its business’ use of data as being behind the delay to Threads launching in the EU.
Threads App Performance and Daily Active Users
Despite not being officially rolled out in most of Europe, Meta’s Twitter rival has been off to a good start. The app crossed 100 million signups in just a few days. However, according to analytics monitoring firm Sensor Tower, daily active users were down 20% this week as compared to Saturday, and time spent on the app had also reduced.
So it remains to be seen whether the Threads buzz will fade to more of a background hum as the novelty of a Meta version of Twitter wears off.
Update on Thread iOS App
Earlier this week, Meta updated the Thread iOS app with support for iOS 17 and reduced binary size along with other small improvements. Responding to a post about the lack of web or desktop support, engineer Cameron Roth said it’s not as simple as ‘turning it on.’
Meta’s Future Plans for Threads App in EU
In a statement provided to TechCrunch, Meta said:
"Threads is not currently available in most countries in Europe and we’ve taken additional steps to prevent people based there from accessing it at this time. Europe continues to be an incredibly important market for Meta and we hope to make Threads available here in the future."
Implications of CJEU Ruling on Meta Referral
The Court of Justice ruling could close the chapter on surveillance capitalism.
Conclusion
Meta has confirmed that it is blocking efforts to access the Threads app through a VPN. The company is facing legal and regulatory challenges in the EU due to its approach to tracking users. Despite not being officially rolled out in most of Europe, the Threads app has been off to a good start with 100 million signups in just a few days. However, daily active users were down 20% this week as compared to Saturday, and time spent on the app had also reduced.
Meta’s future plans for the Threads app in the EU are uncertain, but the company hopes to make it available here in the future. The implications of the CJEU ruling on Meta referral could close the chapter on surveillance capitalism.
