More Threads users will start seeing ads

Ads on the social network Threads will begin appearing to more users after an initial test with a limited audience in the US, Instagram CEO Adam Mosseri announced.

"Ads are rolling out more broadly on Threads today, and our goal is still for them to enhance your overall experience. We’re closely monitoring and will continue listening to your feedback as we scale," Mosseri wrote.

The head of Instagram did not specify in which countries the ads will start appearing, but this process will take place gradually, and users in all regions will sooner or later also start seeing ads.

Meta first announced the introduction of advertising in Threads at the end of January 2025. Advertisements from global brands will appear between posts from regular users.

Meta says people use its services for a unique experience that helps them "discover businesses and content they love," and that "ads are an essential part of that."