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Meta began testing ads on Threads with selected businesses and users in the United States and Japan in January 2025. That was the first phase, not the current limit: Meta later expanded access to eligible advertisers globally and began a gradual worldwide rollout to users in January 2026. Threads ads now form part of Meta’s advertising system, though availability and delivery can still vary by account, market and campaign.
What Meta tested in the United States and Japan
Meta announced the test on January 27, 2025, saying it had begun on or around January 24. Participation was limited to selected businesses and selected users in the United States and Japan; it was not a full launch to everyone in either country. Meta said it would use feedback and results to inform expansion. The initial announcement concerned ads in Threads’ main feed, not every surface in the app. Meta’s announcement
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What users saw
The initial test used image ads placed between organic posts in some users’ home feeds. Meta did not describe a separate ad tab, direct-message ads or ads on every Threads surface as part of that test.
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Users could skip an ad, hide it through its menu or report it. Those controls let people respond to individual ads; the announcement did not offer a universal way to turn off all advertising on Threads.
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How advertisers participated
Businesses could extend existing Meta campaigns through Ads Manager rather than setting up a separate Threads-only buying system. Meta identified Advantage+ campaigns and manual placements as routes to Threads inventory. In manual campaigns, advertisers could select or exclude the placement. Eligibility is not universal: account configuration, market, campaign objective, creative and placement settings can affect whether Threads is available.
How the rollout changed
| Date | What changed | What it means |
|---|---|---|
| January 2025 | Meta tested feed image ads with selected businesses and users in the United States and Japan. | A limited pilot, not a broad launch. |
| April 23, 2025 | Meta expanded Threads advertising to eligible advertisers globally. Threads became available by default in Advantage+ and could be managed in manual placements; Meta also introduced or tested inventory-filter suitability controls. | Advertiser access broadened before most users received ads. |
| January 21, 2026 | Meta announced a gradual expansion of ads to Threads users worldwide, beginning the following week. Initial delivery was limited as availability expanded. | A global user rollout, not an instantaneous switch for everyone. |
| June 16, 2026 | Meta reported 500 million monthly active users on Threads. | A company-reported monthly audience measure, not daily users or guaranteed ad reach. |
Meta’s January 2026 rollout announcement describes the global expansion and later formats. Meta’s June 2026 update gives the monthly active-user figure.
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Which ad formats are available?
The initial U.S.-Japan test was described as image ads. In its later global-rollout materials, Meta identified image, video and carousel ads as supported formats. Exact eligibility can differ by market, account, campaign objective and placement; the formats named in rollout materials should not be read as a guarantee that every advertiser can use each one in every campaign. TechCrunch’s coverage also reported additional format details.
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Meta said Threads ads would be covered by its brand-safety and suitability systems. Its initial announcement highlighted the Inventory Filter, which lets advertisers choose the suitability level of organic content that may appear near their ads. Meta said the AI-based tool was already available for Facebook and Instagram feeds and Reels in more than 30 languages, and that content violating its Community Standards would not be placed next to ads under its monetization policies. Meta’s description of the controls
These are safeguards, not a promise of perfect context or adjacency. A placement can meet policy and still feel wrong for a particular brand, especially in a fast-moving conversation environment.
Should an advertiser enable Threads placements?
Threads may be worth testing for advertisers already using Meta Ads Manager who want incremental reach without building a separate buying workflow. Its conversation-oriented setting may suit brands with topical, community-focused or expertise-led creative. Existing assets may be adaptable, but visual-feed creative is not automatically a good fit for a text-led conversation.
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There is no evidence in the cited sources that Threads ads outperform Facebook, Instagram or other platforms. Meta’s 500 million monthly active-user figure is not a forecast of daily audience, eligible users or campaign impressions, and it does not establish audience overlap with Meta’s other services.
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- Start with a controlled budget rather than moving an entire campaign to a new placement.
- Where campaign structure permits, compare results with Threads enabled against comparable results with it excluded. Keep creative and conversion definitions consistent.
- Break out reporting by placement and assess incremental reach, qualified traffic, conversions, frequency and downstream value—not impressions alone.
- Review comments, replies, sentiment and any brand-suitability issues alongside performance data.
- Exclude Threads through manual placement controls if its results or context do not suit the campaign.
These are practical testing recommendations, not steps Meta has prescribed. Automatic Advantage+ distribution can make it harder to isolate Threads’ contribution, so placement-level reporting and a deliberate comparison matter.
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What Threads ads mean for users
As the rollout broadens, users may encounter commercial posts in their feeds, but the presence and frequency of ads can differ during a gradual rollout. The controls described for the initial test—skipping, hiding or reporting an ad—address unwanted individual ads; they should not be mistaken for a complete advertising opt-out.
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