Meta announced the global expansion of advertising on its Threads platform to all eligible advertisers worldwide, following months of limited testing in select markets, including the United States and Japan.

The expansion grants advertisers access to Threads’ growing user base of over 320 million monthly active users. While ad placement is immediately available to all advertisers, Meta confirmed that ad delivery will initially occur in select markets before gradually expanding to additional regions.

The company is implementing the new ad placement within Threads feeds as a default setting for all new ad campaigns utilizing either Meta’s Advantage+ or Manual Placements. Advertisers opting for Manual Placements retain the ability to opt out of the Threads feed specifically.

Brand Safety Features

The global rollout includes access to Meta’s inventory filter system, allowing advertisers to control the sensitivity level of content appearing adjacent to their ads. This feature, already active on Facebook and Instagram feeds and Reels in over 30 languages, serves as a critical brand safety control.

The initial testing phase featured image-based advertisements appearing between organic content posts in users’ feeds. Meta designed the system to enable advertisers to extend existing campaigns to Threads through a single checkbox in Ads Manager, requiring no additional creative assets.

Market Position

According to TechCrunch, the timing of the expansion signals Meta’s confidence in Threads’ ability to compete for advertiser dollars against rivals, particularly Elon Musk’s X. 

Meta highlighted that three out of four Threads users already follow at least one business on the app, suggesting an environment receptive to commercial content.

Meta CEO Mark Zuckerberg previously projected that Threads would reach more than 1 billion users over the next “several years,” noting earlier this year that the platform was adding “more than 1 million signups per day.”

Revenue Expectations

Despite Threads’ substantial growth, Meta maintains measured expectations about the immediate financial impact. During Meta’s Q3 2024 earnings call, Chief Financial Officer Susan Li indicated that while the company was “pleased” with Threads’ growth, they don’t “expect Threads to be a meaningful driver of 2025 revenue.”

That role goes to Instagram, which is projected to generate over $32 billion in U.S. ad revenue in 2025, a 24.4% increase from 2024, accounting for 50.3% of Meta’s total U.S. ad revenue.