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Meta announced Wednesday that it will begin rolling out advertising on its Threads platform to users worldwide starting next week, marking a major milestone in the company’s effort to turn its fastest growing social product into a meaningful revenue driver.

The Facebook and Instagram parent said ads will be introduced gradually across global markets, with the full rollout expected to take several months. Businesses will begin seeing Threads inventory appear alongside existing Meta ad placements, giving advertisers access to one of the most rapidly expanding social audiences on the internet.

“With ads on Threads, businesses can authentically join this conversation while finding new ways to connect with the people most interested in their business,” Meta said in a blog post announcing the expansion.

Threads Crosses 400 Million Users and Gains Momentum

Since launching in July 2023, Threads has quickly emerged as Meta’s answer to Elon Musk’s X, formerly Twitter. According to Meta, the platform has now surpassed 400 million monthly active users globally, a milestone that places it among the largest text based social networks in the world less than two years after launch.

Engagement trends also appear to favor Threads. Earlier this month, industry data showed Threads attracting more daily mobile users worldwide than X, signaling a shift in user behavior as creators, brands, and public figures increasingly diversify beyond Musk’s platform.

Analysts note that Threads has benefited from deep integration with Instagram, allowing users to onboard seamlessly and carry over their social graphs. That distribution advantage has helped accelerate adoption at a pace few new social platforms have ever achieved.

From User Growth to Revenue Generation

Until now, Threads has remained largely ad free, with Meta prioritizing scale, stability, and engagement before monetization. The global ad rollout marks the platform’s transition from growth phase to revenue phase, a pattern Meta has followed successfully with Facebook, Instagram, and more recently WhatsApp.

Wall Street analysts expect Threads to become a meaningful contributor to Meta’s advertising business over time, particularly as advertisers look for alternatives to X and seek brand safe environments for text based campaigns.

While Meta has not disclosed revenue targets for Threads, analysts estimate that even modest monetization could translate into billions of dollars annually if the platform approaches revenue per user levels seen on Instagram or Facebook. With more than 400 million monthly users, every additional dollar of average revenue per user materially impacts Meta’s top line.

What Advertisers Can Expect

Meta said the initial ad formats on Threads will resemble those already familiar to advertisers across Facebook and Instagram, with placements appearing naturally within the feed. Over time, the company plans to introduce additional formats, optimization tools, and measurement capabilities.

Threads ads will be supported by Meta’s existing ad infrastructure, giving marketers access to advanced targeting, performance analytics, and cross platform campaign management. This lowers friction for brands already spending heavily across Meta’s ecosystem.

The company also confirmed it plans to expand third party verification services and brand safety tools on Threads, aligning it with the standards already in place across Meta’s core platforms.

Competitive Pressure on X Intensifies

The move further intensifies competition with X, which has faced ongoing advertiser pullbacks amid content moderation concerns and shifting policies under Musk’s ownership. Threads’ growing scale, combined with Meta’s established ad relationships, positions it as an increasingly attractive alternative for marketers seeking reach and stability.

Industry observers note that Meta’s decision to roll out ads globally suggests confidence not only in Threads’ engagement metrics, but also in its ability to support monetization without materially harming user experience.

A Key Narrative Ahead of Earnings

The announcement comes just ahead of Meta’s fourth quarter earnings report, due next week, where investors are expected to closely scrutinize commentary around Threads monetization, user engagement, and long term revenue potential.

As Meta continues to diversify beyond traditional feed based advertising, Threads represents one of the company’s most strategically important growth opportunities. With user momentum already established, the global ad rollout signals that Meta is now ready to turn scale into sustained financial impact.

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