Meta is officially rolling out advertisements on Threads to a global audience, marking a major step in the platform’s monetisation strategy. Following a limited pilot that began in January 2025, ads are now being extended to all eligible advertisers worldwide.
The ads will appear directly in the Threads feed and are automatically enabled for campaigns using Advantage+ or Manual Placements. Advertisers who prefer to exclude Threads from their ad mix can still opt out by adjusting their placement settings manually.
With over 300 million monthly active users, Threads—Meta’s app designed for real-time public conversations—has rapidly become a hub for both creators and businesses. According to Meta, around 75% of Threads users follow at least one business account, highlighting strong commercial engagement on the platform.
Ad Formats & Controls
In the early rollout phase, Threads ads will primarily consist of static image placements seamlessly integrated into the home feed. These are being introduced in select markets initially, with a gradual expansion based on performance metrics and user feedback.
To maintain a safe and relevant advertising environment, Meta is extending its existing brand safety tools from Facebook and Instagram to Threads. This includes:
- Inventory filters to manage the type of content ads may appear next to
- AI-powered brand suitability controls
- Adherence to Meta’s Monetisation Policies for content eligibility
Meta also confirmed that third-party verification tools and support for additional languages are currently in development, with more details to be shared in the coming months.
User Privacy & Ad Preferences
For users, Meta assures that control over ad experiences remains a priority. Threads users will have access to:
- Options to hide or report ads
- Transparency tools showing how personal data is used for advertising
This rollout underscores Meta’s broader ambition to bring its full advertising ecosystem to Threads, turning it into a viable revenue stream while offering businesses another way to reach engaged audiences across the Meta suite.
As Threads continues to grow, the introduction of ads is a key milestone in aligning the app with Meta’s wider commercial infrastructure.
