Threads introduces advertising worldwide - here's what's changing

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Threads is about to take a major step: advertising is being rolled out globally to all users. Meta has announced that the ads will be rolled out gradually. The process starts next week and could take several months. This marks the beginning of a new phase for Threads, in which growth and monetization will be more closely intertwined.

Since its launch in July 2023, Threads has evolved from a purely social app into a central platform within the Meta ecosystem. The introduction of advertising is no longer a short-term test, but a strategic expansion. Meta is leveraging existing advertising structures to make it as easy as possible for companies to get started while maintaining control over content and brand safety.

Strong user growth since launch

Threads has grown rapidly in a short time. After its launch in July 2023, the app reached approximately 200 million monthly active users by mid-2024. By January 2025, this number had already climbed to 320 million. A further 30 million users were added by April, bringing Threads' total to over 400 million monthly active users.

Meta CEO Mark Zuckerberg has repeatedly described Threads as one of the company's most important drivers for the future. Shortly after its launch, he told investors that the platform had a realistic chance of reaching one billion users within a few years.

Worldwide rollout of advertising on Threads

Meta confirmed on Wednesday that advertising on Threads will soon be available to all users worldwide. The rollout begins next week, but will not happen simultaneously in all regions. Instead, the expansion will be implemented gradually. According to Meta, it could take several months for the advertising feature to be fully available globally.

The company has not specified how frequently ads will appear in the feed. It is only clear that ad delivery will initially be kept deliberately low. This is intended to prevent the feed from becoming overloaded with ads during the global rollout of the feature.

Ads have been tested for some time now

The global rollout is not surprising. Threads has been testing advertising for some time. Initial tests began in the US and Japan about a year ago. In April of last year, Meta opened the platform to international advertisers. This announcement marks the transition from testing to regular, worldwide use.

Easy integration for advertisers

Meta makes it easy for existing advertisers to expand their reach to Threads. Ads can be served automatically through the Advantage+ program or via manually created campaigns. Several popular formats are supported, including image and video ads, newer 4:5 aspect ratio ads, and carousel ads.

Management is handled centrally via the business settings. Threads ads can be managed together with campaigns for Facebook, Instagram, and WhatsApp. This facilitates cross-posting and eliminates the need to build a separate infrastructure.

More focus on brand safety

Another important point is the expansion of third-party review. Meta has extended the review process already familiar from Facebook and Instagram, conducted by Meta Business Partners, to the Threads feed. This gives advertisers an independent assessment of the brand safety and content suitability of their ads.

This move is particularly relevant because competing platforms are currently struggling with problems such as illegal deepfakes and insufficient content moderation. Threads is thus positioning itself as a comparatively controlled environment for advertising.

Threads will become part of Meta's global advertising strategy

With the global rollout of advertising, Threads is taking a decisive step from rapid growth to sustainable monetization. The platform will be systematically integrated into Meta's existing advertising structure and will simultaneously receive additional security mechanisms for brands.

Even though it remains to be seen how prevalent advertising will be in users' daily lives, the cautious rollout shows that Meta is focusing on gradual familiarization rather than maximum utilization. Threads is thus evolving from a mere competitor to an established player in the global social media and advertising market. (Image: Shutterstock / sdx15)