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Advertisements on Threads will begin rolling out to all users worldwide, Meta announced in a blog post. In the blog post, the company confirmed that starting next week, Threads will begin showing ads to every user worldwide. Notably, the company emphasised that the rollout will be gradual and may take several months before full global availability is reached.
The Instagram-linked X rival social media platform, which now hosts over 400 million monthly active users, finally launched the ads worldwide after testing them in 30 countries, including the U.S. and Japan, at the beginning of last year. During the testing, only select advertisers and users in those countries saw ads.
In April 2025, Meta expanded ads to all eligible advertisers globally, letting businesses worldwide buy ad placements on Threads via Advantage+ or manual placement tools. At the end of 2025, the company added more ad formats like carousel ads and expanded reach.
Now in 2026, the company is displaying the ads for all users around the world, not just advertisers. Meta's AI-powered advertising system is used in powering the Threads ads. The AI-powered advertising system will integrate the "same level of personalisation" (i.e., tracking and profiling) as Facebook and Instagram into the Threads ads.
The use of Meta's AI-powered targeting will make the ads feel relevant to users. Ads, including image, video, and carousel ad formats, will be displayed natively in the Threads feed, similar to Instagram and Facebook ads.
The company also made it clear that ad delivery will start low so that users will not be overwhelmed when the rollout starts. "Ads on Threads expansion to all users will be gradual, with ad delivery initially remaining low as we reach global user availability in the coming months," the company wrote in a blog post.
Furthermore, businesses and advertisers can manage their Threads ads alongside Facebook, Instagram, and WhatsApp placements in Meta Business Settings. In fact, the ads can be included in the existing Meta ad campaign, making it easier for brands to run multi-platform campaigns.
