Meta expands ad access on Threads to all eligible advertisers worldwide
- Meta has opened its Threads service for advertising to all eligible advertisers worldwide.
- This expansion follows initial testing with select U.S. and Japanese companies that began in January 2025.
- The move aims to generate revenue for Threads, which has already seen significant user growth since its launch.
In January 2025, Meta announced the opening of its Threads microblogging service to all eligible advertisers around the world. This decision marks a significant expansion from their initial testing phase, which involved only a select few companies from the United States and Japan. Since its launch in July 2023, Threads has rapidly accumulated a user base, boasting over 320 million monthly active users and an impressive increase of more than 1 million sign-ups per day. The gradual introduction of advertising options was aimed at generating revenue for this new Twitter-like platform. Meta's Chief Financial Officer, Susan Li, had indicated that while advertising on Threads would be introduced gradually, it is not expected to significantly drive revenue growth in the near term. Analysts have speculated that Threads could evolve into a substantial revenue stream for Meta, similar to the financial success that Twitter experienced prior to its acquisition by Elon Musk in 2022. The announcement of ads being accessible to all eligible advertisers is seen as an effort to capitalize on the potential monetization of the platform, especially as more users and businesses engage with it. More importantly, businesses utilizing Threads for advertisements will have access to a content filter designed to prevent their promotions from appearing alongside offensive content, thereby enhancing the advertising experience and protecting brand integrity.