Meta announced the global expansion of Threads Ads, allowing all eligible advertisers to run campaigns on the Instagram-integrated social network. Threads Ads is now available in more than 30 countries, including the United States, the United Kingdom, Canada, Australia, and Japan. The platform, which has over 130 million monthly active users, had begun experimenting with advertising content in late January with a few accounts: "As we learn from this test, we will make improvements and bring this experience to a larger audience," they said at the time. With the first phase completed, a broader, though not definitive, second phase begins. Ads will be displayed in users' feeds with a grayed-out "Sponsored" label next to the advertiser's name. This ad insertion strategy is designed to integrate naturally into the user experience, leveraging Threads' conversational format. The company explained that a gradual rollout will be implemented to ensure a positive experience for both users and brands. A strategy seeking Threads' "independence" Threads was launched in July 2023 as a direct response to X (formerly Twitter), and its accelerated growth has driven advertiser interest. Until now, Meta had limited access to its advertising space on Threads to select brands such as Nike and Wendy's, which participated in a testing phase that began in January 2025. This global expansion seeks to expand the reach of Meta's advertising inventory and capitalize on user behavior as they migrate toward more text-based platforms. Threads' monetization is part of a broader strategy to reduce dependence on Facebook and Instagram as primary revenue generators and diversify its touchpoints with younger and mobile audiences. Ad Integration with Facebook and Instagram One of the most notable benefits for advertisers is the ability to extend their Facebook and Instagram campaigns to Threads using Meta's Ad Manager. No additional content or new media planning is required, as campaigns can automatically adapt to Threads' formats. In addition, Meta has implemented an AI-powered content filtering system that allows advertisers to choose the sensitivity level of the content their ads will appear alongside. This tool, available starting December 2024, ensures greater brand safety and control over the advertising environment. Tests showed improved engagement rates. The first brands to participate in the pilot reported good results in metrics such as viewability, engagement, and CTR (click-through rate). Wendy's, for example, used Threads to launch promotions targeting young audiences, achieving a higher engagement rate than the average campaigns on other Meta platforms. Adam Mosseri, director of Instagram, explained that the inclusion of ads is necessary to ensure Threads' economic viability: "We are a business, and we need Threads to generate the necessary revenue to maintain the service and make it sustainable," he explained. The advertising community has welcomed the expansion with enthusiasm, although some users have expressed reservations about the appearance of advertising on a platform initially perceived as "cleaner." Meta has responded that it will prioritize user experience and adjust the model based on feedback received during this new phase.