Meta has announced a global expansion of ads on its Instagram-linked app, Threads, just months after beginning tests in markets like the United States and Japan.
The move opens up Threads’ 320 million monthly active users to eligible advertisers worldwide.
New ad placements within the Threads feed will be enabled by default for campaigns using Meta’s Advantage+ or Manual Placements tools. Advertisers using Manual Placements will have the option to opt out.
While ad delivery will initially remain limited to select regions, a broader rollout is planned over time. The company says advertisers can also control ad placement sensitivity through an inventory filter.
Meta sees the expansion as a sign that Threads has matured into a platform ready for monetization. The company cites data showing that three in four Threads users already follow at least one business.
Threads, which has drawn from platforms like Mastodon and Bluesky in features and design, continues to grow rapidly—thanks in part to its deep integration with Instagram.
However, Meta’s dominance is now under legal scrutiny, as the U.S. Federal Trade Commission seeks to break up the company’s empire in an ongoing antitrust case targeting its acquisitions of Instagram and WhatsApp.
