Meta Platforms has started running advertisements on its social network Threads in the US and Japan.

A select group of brands will display these ads, as announced by Instagram head Adam Mosseri on Jan. 24.

This marks Meta’s first step toward monetizing Threads, which was launched in 2023 to compete with Elon Musk’s X.

Mosseri said the company will assess the effectiveness of this test before expanding ads to other regions.

The focus is to make the ads feel as engaging as the platform’s organic content.

As of December 2024, Threads reported 300 million monthly users and over 100 million daily active users, according to CEO Mark Zuckerberg.