Meta announced that ads are rolling out globally to all Threads users, following a test in 30 countries last year. The company cited the platform's growth to 400 million monthly active users as the reason for this full integration into its advertising system.

The ads will leverage Meta's AI-powered advertising system, using the same personalization and tracking as Facebook and Instagram. Users will see image, video, and carousel ad formats appear natively in their feeds, similar to other Meta platforms.

The expansion begins next week but will be gradual, taking months for a full global rollout. Meta plans to keep initial ad delivery low as it reaches all users, a common strategy for new ad products to avoid overwhelming the user experience.