Meta is rolling out ads on Threads worldwide, opening a new path for brands to join conversations and reach a rapidly expanding global audience.
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| Meta introduces advertising on Threads, explaining how brands can engage users as the platform scales globally. Image: CH |
Tech Desk — February 6, 2026:
Meta’s decision to introduce advertising on Threads marks a defining moment for the platform, shifting it from a fast-growing microblogging space into a commercial social network. As ads begin rolling out worldwide in phases, businesses are increasingly looking to understand how they can place ads on Threads and participate in the conversations that define the platform.
Threads advertising is being woven into Meta’s existing advertising infrastructure, meaning brands can access the new placement through Meta Ads Manager, the same system used for Facebook and Instagram campaigns. This integration allows businesses to rely on familiar tools for targeting, budgeting, and performance tracking while extending their reach to a platform that has quickly gained cultural relevance.
The rollout of ads will not happen all at once. Meta has confirmed that Threads advertising will expand gradually and may take several months to become available in all regions. Initial testing took place in the United States and Japan, and broader global access is expected as Meta evaluates performance and user response. For advertisers, this phased approach means monitoring availability within their ad accounts and preparing campaigns that can be activated as soon as Threads placements appear.
Placing ads on Threads follows a similar process to launching campaigns on other Meta-owned platforms. Advertisers select campaign objectives within Meta Ads Manager and choose Threads as a placement when available. Because Threads centers on real-time discussion rather than highly visual storytelling, Meta is encouraging brands to create ads that feel conversational and native to the platform’s tone. Messages that reflect ongoing topics or invite interaction are expected to resonate more strongly than traditional promotional content.
Audience targeting on Threads benefits from Meta’s extensive data ecosystem. Brands can reach users based on demographics, interests, and existing customer data, while also tapping into lookalike audiences to expand reach. This targeting power is amplified by the platform’s scale. Meta CEO Mark Zuckerberg has said Threads now has more than 400 million monthly active users, and data from SimilarWeb shows it has surpassed X, formerly Twitter, in daily mobile users. That combination of size and engagement makes Threads an increasingly attractive space for advertisers.
Meta has also indicated that Threads’ advertising capabilities will continue to evolve. The company plans to introduce new ad formats and third-party verification services, mirroring features already available on Facebook and Instagram. These additions are intended to improve transparency, measurement, and brand safety, helping advertisers gain confidence as they invest more heavily in the platform.
The launch of ads on Threads is drawing strong attention from analysts and investors, who see the move as a natural step toward monetizing one of Meta’s fastest-growing products. While the long-term impact on user experience remains an open question, the introduction of advertising clearly signals Threads’ transition into a fully-fledged commercial platform.
For businesses, the message is clear. Threads is no longer just a place for conversation but an emerging advertising channel where brands can build visibility in real time. As Meta continues to expand ad access globally, early adoption may offer companies a valuable opportunity to shape their presence on a platform that is rapidly redefining the social media landscape.