Threads rolls out ads to all users worldwide

Meta announced on Wednesday that it is expanding advertising on Threads to users worldwide. The global expansion is set to begin next week and will take place gradually, with the company cautioning that the rollout could take several months to be fully completed.

Meta CEO Mark Zuckerberg has repeatedly spoken positively about Threads, positioning the app as the company’s next major success and a key rival to X. Since its launch, Threads has grown to more than 400 million monthly active users. Not long after the app’s debut, Zuckerberg told investors that he believed Threads had a strong chance of reaching 1 billion users within a few years.

The platform has seen rapid growth since launching in July 2023. It crossed 200 million users by mid-2024, climbed to 320 million users by January 2025, and added another 30 million users by last April, before reaching its most recent milestone.

Although Threads has not yet reached the ambitious one-billion-user mark, Meta has been laying the groundwork for monetisation for some time. About a year ago, Threads began testing ads in the United States and Japan. Then, last April, the company opened the platform to global advertisers, signalling broader ad ambitions.

Meta has worked to make it simple for existing advertisers to extend their campaigns to Threads. Brands can automatically include Threads placements through Meta’s Advantage+ system, or run ads via manual campaigns. Supported ad formats include both image and video ads, as well as newer options such as the 4:5 aspect ratio format and carousel ads. Advertisers can also manage their Threads campaigns alongside Instagram and WhatsApp ads in Meta’s Business Settings, streamlining cross-platform ad management.

In addition, Meta has expanded its third-party verification tools — already available on Facebook and Instagram, including in feeds and Reels — to the Threads feed via Meta Business Partners. This move gives advertisers access to independent brand safety and suitability verification on Threads, an essential consideration at a time when its closest competitor has been grappling with widespread issues involving illegal deepfakes.

Meta did not specify how frequently ads will appear in users’ Threads feeds. However, the company said that ad delivery will initially remain “low” as advertising gradually scales to users worldwide.