Threads adds more ads

Meta is opening up ads on Threads to “all eligible advertisers globally” and plans to show them to users in “select markets at launch,” according to an update to the company’s January blog post about ads on the platform.

The company plans to test ads in more than 30 countries globally, including the US, spokesperson Matthew Tye tells The Verge. “We are taking a phased approach to rolling out ads in Threads as we learn more about how to maximize both the user and advertiser experience,” according to Tye.

To spot an ad in your feed, look for a post with a “Sponsored” label in gray next to the account’s username.

In January, Meta announced that it was introducing a “limited, early test of ads in Threads” with a “handful of brands in the US and Japan.” That announcement followed a Threads post from April 2024 where Instagram and Threads boss Adam Mosseri indicated that ads were on the way.

“I get why people have concerns, but at the end of the day we’re a business and Threads needs to make enough money to pay for the people and servers that it takes to run the service and provide it to people for free,” he said.