Meta Platforms Inc (NASDAQ:META, XETRA:FB2A, SIX:FB) will begin rolling out advertisements on its social media app Threads to all users worldwide starting next week, expanding a feature initially tested in select markets.
Threads, which launched in July 2023 as a rival to Elon Musk’s X, now has over 400 million monthly active users and more daily mobile users than its competitor, according to Meta.
The expansion of ads will take place gradually over the coming months.
“Threads is no longer just a new social app; it’s a rapidly growing conversation platform with its own niche communities and voices,” Meta said in a statement. “For businesses, Threads offers an easy opportunity to extend existing campaigns and join the conversation in this flourishing space.”
Meta said it has also added features to simplify account management and enhance brand safety, including third-party verification and the ability to manage Threads ad accounts alongside Facebook, Instagram, and WhatsApp in Meta Business Suite.
The rollout follows broader industry moves toward monetizing AI-powered platforms, with reports that OpenAI’s ChatGPT plans to enter advertising at a rate of $60 per thousand impressions, matching Netflix’s pricing, according to Ad Age.
Threads’ ad expansion signals Meta’s push to leverage its rapidly growing user base and advertising infrastructure to compete more aggressively in the social media market.