Threads officially begins testing advertisements

Meta has decided it’s time for its text-based social media platform, Threads, to engage with advertisements after reaching a mature user base.

Launched as a competitor to the former Twitter, Meta’s Threads application has surpassed 300 million monthly active users, making it ready to introduce advertisements.

Threads enters the ad era

In November, it was announced that Threads would start testing ads in early 2025. However, before January ended, Meta initiated small-scale ad testing. Initially, advertisements will feature brands from the U.S. and Japan.

Instagram head Adam Mosseri stated that they will carefully monitor ad performance and user feedback. If the results meet expectations, wider-scale testing will follow. Instagram and Facebook already generate significant revenue from ads, and it was inevitable for Threads to join this ecosystem.