Meta Platforms Inc. announced Wednesday a global expansion of advertising on its Threads platform, commencing next week. The rollout, which will occur gradually, may extend over several months.
Threads has accumulated over 400 million monthly active users. Mark Zuckerberg, Meta’s CEO, previously indicated potential for the application to reach 1 billion users within a few years.
The platform, launched in July 2023, reached 200 million users by mid-2024 and 320 million by January 2025. It subsequently added 30 million users by April 2025, culminating in its current user base.
Meta has conducted advertising tests on Threads for a year, initially in the U.S. and Japan. Global advertisers gained access to the platform in April.
Existing advertisers can extend campaigns to Threads via Meta’s Advantage+ program or manual campaign setup. Supported ad formats include image and video ads, specifically incorporating the 4:5 aspect ratio and carousel ads. Advertisers manage Threads campaigns alongside Facebook, Instagram, and WhatsApp within Business Settings.
Meta has also extended third-party verification, previously available on Facebook and Instagram feeds and Reels, to the Threads feed through Meta Business Partners. This provides advertisers with independent brand safety and suitability verification for Threads.
The company did not specify ad frequency for users but stated that initial ad delivery would remain “low” during the global scaling process.
