The rollout begins next week and will continue gradually over the coming months, completing by mid-year.
TL;DR
- Meta is rolling out ads on Threads to all users worldwide starting next week.
- Threads now boasts over 400 million monthly active users.
- The rollout builds on last year’s global availability for advertisers.
- Ads are powered by Meta’s AI-driven ad system and come in image, video, and carousel formats.
- Threads recently surpassed X in daily mobile usage, reaching 141.5 million daily active users on January 7, 2026.
Meta announced that starting next week, ads will begin appearing for all Threads users worldwide.
This follows the company’s decision last spring to make Threads ads available globally to advertisers. Ads will be powered by Meta’s proven AI (artificial intelligence) system, promising the same level of personalization users experience on Facebook and Instagram.
The rollout will be gradual, with ad delivery initially kept low as Meta scales globally. Supported formats include image, video, and carousel ads, with newer options such as the 4:5 aspect ratio now available.
Advertisers can extend their reach easily by adding Threads placements through Advantage+ or manual campaigns.
Businesses will be able to manage their Threads campaigns alongside those on Facebook, Instagram, and WhatsApp directly from Business Settings. This unified setup allows seamless cross-posting and integrated account management under Meta Business Suite.
Enhancing The Threads Ad Experience
Meta is emphasizing flexibility and transparency with this expansion. The company has rolled out several new features designed to improve advertiser confidence and simplify account management. Advertisers can now manage Threads alongside other Meta accounts and access new ad formats, including Advantage+ catalog and app ads.
Additionally, third-party brand safety and suitability verification, already available for Facebook and Instagram feeds and Reels, has now been extended to the Threads feed through Meta Business Partners. This enables independent verification, ensuring advertisers can trust where their ads appear.
According to Meta, this expansion will “help more people discover businesses they love and advertisers achieve the outcomes they care about the most.” The company added that Threads’ ad delivery would remain low during the early stages of the rollout to ensure a smooth global deployment.
Threads’ Meteoric Growth And Its Rivalry With X
Since launching in July 2023, Threads has seen rapid user growth. It reached 200 million users by mid-2024, 320 million by early 2025, and then crossed 400 million monthly active users by April 2025.
The platform recently achieved a major milestone—overtaking X (formerly Twitter) in daily mobile usage. According to Similarweb, as of January 7, 2026, Threads reached 141.5 million daily active users on iOS and Android, compared to X’s 125 million.
Analysts attribute this steady growth to Meta’s cross-promotions through Instagram and Facebook, as well as a steady rollout of new features that have helped Threads become part of users’ daily routines.
Meta CEO Mark Zuckerberg has repeatedly called Threads “the company’s next big hit,” stating that the app has a strong chance of reaching 1 billion users in the next few years.
Topics For More Insights
From Testing To Global Reach
Just a year ago, on January 24, 2025, Meta began limited testing of ads on Threads with a small group of advertisers to help users discover brands they loved. Those early ads appeared in the Threads home feed between posts and were limited to a small percentage of users.
Backed by Meta’s existing ad infrastructure and safety standards, the tests proved successful, paving the way for this global expansion. Businesses can now extend existing Meta ad campaigns to Threads without the need for bespoke creative or additional resourcing, according to the company’s earlier statement.
Today’s global rollout builds on that foundation, turning Threads into not just a social platform, but a full-fledged conversation and advertising ecosystem connecting over 400 million people worldwide.
