Meta Expands Ads on Threads Globally
Meta announced on Wednesday that it is expanding ads on Threads to all users worldwide. The rollout, set to begin next week, will be gradual, with the company estimating that it could take several months to complete the full expansion.
Meta CEO Mark Zuckerberg has been vocal about his enthusiasm for Threads, viewing it as a potential major success for the company. With over 400 million monthly active users, Threads has quickly gained traction as a social app and X rival. Zuckerberg has even suggested that Threads could reach 1 billion users within a few years of its launch.
Since its introduction in July 2023, Threads has experienced rapid growth. By mid-2024, it had amassed 200 million users, followed by 320 million in January 2025. In April of the same year, Threads added another 30 million users, leading up to its current milestone.
While Threads has yet to reach the 1 billion user mark, Meta has been testing ads on the platform for some time now. A year ago, ads were tested in the U.S. and Japan, and last April, global advertisers were given access to the platform.
Advertisers can easily expand their reach to Threads through Meta’s Advantage+ program or manual campaigns. Supported ad formats include image and video ads, as well as the newer 4:5 aspect ratio format and carousel ads. Advertisers can manage their Threads ads alongside those for Facebook, Instagram, and WhatsApp in their Business Settings, streamlining the cross-posting process.
Meta has also extended third-party verification to Threads through Meta Business Partners, offering advertisers independent brand safety and suitability verification. This is particularly valuable in light of the rise of illegal deepfakes on social media platforms, making brand safety a top priority for advertisers.
While Meta did not specify the frequency of ads in users’ feeds, it assured that ad delivery would initially be kept at a low level as the feature is scaled to global users.
