Threads is offically getting ads

Meta is doing a ‘small test’ of ads in the US and Japan, Instagram boss Adam Mosseri says.

by Emma Roth

Jan 24, 2025, 5:19 PM UTC

Illustration: The Verge

Part Of

Instagram’s Threads: all the updates on the new Twitter competitor

see all updates

Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.

Your Threads feed will soon have ads. On Friday, Meta announced that it’s rolling out a “limited, early test of ads in Threads,” and the test will happen with a “handful of brands in the US and Japan,” according to Instagram boss Adam Mosseri.

Image: Meta

Ads on Threads will appear as images between posts in your home feed. “As we learn from this test, we will monitor to see how it’s going before filling out more broadly,” Meta says.

To serve you relevant ads, Meta will use your activity on Threads and Instagram, the posts you interact with, your email address, and “your activity from off Meta technologies,” according to a support page. Threads will also offer ways to customize the ads you see from your account center, along with options to skip, hide, and report them from within your feed.

Last April, Mosseri confirmed that Threads would eventually get ads, and rumors emerged that they would appear in early 2025.

Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.