Meta expands Threads ads to all users globally

Meta is rolling out ads on its Threads app to all users worldwide, starting next week, with a gradual rollout expected to take months.

Threads, Meta’s X rival, has grown rapidly since its July 2023 debut, now surpassing 400 million monthly active users. CEO Mark Zuckerberg has repeatedly praised the app as a potential “next big hit,” projecting it could reach 1 billion users in a few years.

Advertiser access. Advertisers have been able to test Threads ads in the U.S. and Japan over the past year, and last April the platform opened ad access to global advertisers. Meta is making it easy to expand campaigns to Threads via its Advantage+ program or manual campaigns, supporting image, video, carousel, and 4:5 aspect ratio formats. Ads can be managed alongside Facebook, Instagram, and WhatsApp campaigns in Business Settings.

Third party verification. Meta also expanded third-party verification from Facebook and Instagram to Threads, allowing independent brand safety and suitability checks. The company said ad delivery will initially remain “low” as the feature scales globally.

Why we care. Threads now gives you access to a fast-growing social platform with 400M+ users, integrated directly into Meta’s ad ecosystem for easy cross-posting. The expansion includes advanced ad formats like video, carousel, and 4:5 images, plus third-party verification for brand safety—helping advertisers avoid risks like deepfakes. Even with initially low delivery, early adoption could give brands a competitive advantage as the platform scales globally.

Bottom line. Meta is opening Threads ads to all users worldwide, giving advertisers a new, integrated channel on a rapidly growing platform with advanced formats and brand-safety verification, making early adoption key as the rollout scales.