Platform
Meta Expands Threads Ad Capabilities With App Ads, Reply Moderation Tools
Meta has updated its Threads Marketing API to give partners and advertisers access to new ad features and campaign management tools.
The update introduces two new capabilities for third-party developers and platform partners. App ads are now available for purchase on Threads through the Marketing API globally, with supported objectives including app installs and app event optimization for link clicks or conversions. Threads feed placement allows advertisers to expand app campaign reach using existing image, video, or carousel assets, with no additional creative required.
The second addition is reply moderation tooling, which allows advertisers to view, hide, and respond to top-level replies on their Threads ads through the API. Access to these endpoints requires either the “ads_read” or “ads_management” permission granted for the ad account that owns the ad.
Meta noted that app ads on Threads support existing creative assets, removing the need for platform-specific production. For reply moderation, developers must hold the appropriate permissions at the ad account level to access hiding and reply functionality.
Full technical documentation is available through the Meta Developers portal.
Platform Context
Threads reached more than 400 million monthly active users as of the announcement. Meta began making Threads ads available to all ad partners in January 2026, following a broader global expansion of the platform. The initial Threads API launched in March 2024.
According to Social Media Today, Meta’s API endpoints allow third-party applications, including CRMs and social media management platforms, to connect to its platforms and tools. The latest update extends that integration to include Threads ad placement and moderation functionality.
The Threads update follows a similar move by YouTube, which last week rebranded BrandConnect as Creator Partnerships and opened a new API to eligible influencer agencies and SaaS platforms, giving them access to first-party creator insights for campaign planning and discovery.
