Meta Platforms has said that its social messaging app Threads will begin showing advertising to all users around the world in a gradual rollout starting the first week of February.
The expansion follows the global availability of ads on Threads to all advertisers last spring and marks a significant step in the company’s efforts to monetise the app, which now boasts more than 400 million monthly active users.
Meta said the rollout will be “gradual” and may take several months to reach full global availability, with ad delivery initially kept at a low level as the company scales the offering.
The ads on Threads will use the same AI‑driven personalisation system that powers advertising on Meta’s Facebook and Instagram platforms, with formats supported including image, video and carousel ads. Meta also allows advertisers to extend campaigns from Facebook or Instagram to Threads via its Ads Manager, according to industry reports.
Since launching in July 2023, Meta has introduced new ad formats and tools on Threads, including 4:5 aspect ratio ads and Advantage+ catalog and app campaigns, and enabled brands to run Threads ads without a separate profile using their Instagram accounts.
The move comes as Threads continues to gain traction in the social media landscape. Third‑party data shows the platform has overtaken X, the microblogging app owned by Elon Musk, in daily active mobile users, highlighting Threads’ rapid user adoption.
Meta’s broader advertising business faces increasing competition from rivals such as OpenAI, which has begun testing ads across its ChatGPT platform, and other ad‑supported AI and social products.
