Meta brings ads to Threads for all global users

Meta confirmed on Wednesday that it is launching a global rollout of advertisements across its Threads platform. The expansion, which begins next week, will follow a gradual timeline, with the company anticipating that the full integration for all users worldwide may take several months to complete.

Scaling a growing social network

The decision to monetize the platform follows a period of rapid expansion for the X competitor. Meta CEO Mark Zuckerberg has frequently pointed to the app as a core pillar of the company’s future growth. Threads has reached a significant milestone, now boasting over 400 million monthly active users.

Growth trajectory for the platform has been consistent since its launch in July 2023:

• Mid-2024: 200 million users.
• January 2025: 320 million users.
• April 2025: Reached 350 million users.

Zuckerberg previously expressed optimism to investors regarding the app’s potential, noting that he believes Threads has a viable path to reaching 1 billion users within a few years.

Advertising infrastructure and tools

Meta has been preparing for this transition by testing advertising formats in the United States and Japan for the past year. By April, the company opened the platform to global advertisers, establishing the necessary infrastructure for this week’s announcement.

The platform is designed to integrate seamlessly with existing Meta advertising workflows. Key features for businesses include:

• Cross-platform management: Advertisers can handle Threads campaigns alongside Facebook, Instagram, and WhatsApp via Business Settings.
• Automated placement: Ads can be deployed through Meta’s Advantage+ program or via manual campaigns.
• Format variety: Support includes carousel ads and image or video content, including the 4:5 aspect ratio format.

Brand safety and reach

To support the rollout, Meta is extending its third-party verification services to the Threads feed. Through Meta Business Partners, advertisers can now access independent brand safety and suitability verification, similar to tools already available on Facebook and Instagram feeds and Reels.

While the company has not specified the exact frequency at which users will encounter sponsored content, Meta stated that ad delivery will remain at a “low” volume during the initial scaling phase.

For more details on the transition, refer to the official announcement from Meta.