Meta has announced plans to introduce advertisements on its social media app Threads starting early next year, reports state.
Launched in July last year as a competitor to X (formerly Twitter), Threads was developed to attract users from the micro-blogging platform during its turbulent takeover by billionaire Elon Musk.
The app has experienced rapid growth, reaching 275 million monthly active users as of last month, according to Meta Chief Executive Officer (CEO), Mark Zuckerberg.
According to the reports, Threads will allow a limited number of advertisers to create and publish ads on the platform beginning in January.
The initiative is being led by a team within Instagram’s advertising division.
Despite this development, Meta does not expect Threads to significantly impact its 2025 revenue.
“Threads is not anticipated to be ‘a meaningful driver of 2025 revenue,'” Chief Financial Officer (CFO) at Meta, Susan Li stated during an October post-earnings call.
She also mentioned plans to roll out additional features for the app.
A Meta spokesperson emphasized the company’s current focus on user experience, stating in an email, “Since our priority is to build consumer value first and foremost, there are no ads or monetization features currently on Threads.”
Threads’ entry into advertising could appeal to marketers looking to move away from X, which has undergone significant changes under Musk’s leadership.
Ad revenue for X has suffered since Musk acquired the company in 2022, with some advertisers expressing concerns about their brands appearing next to harmful content, an issue reportedly better managed under previous ownership.