Meta’s Threads, the text-based social media platform, is already exploring potential ad formats as it gears up for future monetization. Although Meta has emphasized that advertisements won't be introduced until the app is "on a clear path to at least one billion users," the company is evidently laying the groundwork to integrate ads at some point. While there's no official timeline or immediate plans for monetization, recent developments suggest that Threads is preparing to follow in the footsteps of other social platforms like X (formerly Twitter).
Meta has been clear that Threads will not feature ads until it reaches a significant milestone—specifically one billion users. However, with the app rapidly growing and attracting millions of users, Meta is already working on the back-end processes that will eventually power these ads. Despite the lack of a "live test" for ads on Threads, the groundwork is being laid, signaling that monetization could be closer than anticipated.
According to App Researcher Alessandro Paluzzi, there are hints of what sponsored content on Threads might look like. For instance, when ads are eventually introduced, they may be marked with a “sponsored” label next to the username, similar to how promoted posts appear on other platforms. These sponsored posts would be integrated into users' feeds and could be managed through Meta's Ads Manager, providing advertisers with another placement option.
Meta’s Current Stance
Meta has confirmed that while these exploratory steps are being taken, "there’s no immediate timeline for monetization." This means that while the infrastructure for ads is being developed, there’s no certainty on when they’ll go live. The company has reiterated that just because these features are appearing in the back-end code, it doesn’t necessarily indicate that ads are imminent.
While ads are expected to be introduced eventually, their impact on Threads' user experience is still uncertain. Given the prevalence of ads across social media platforms, the introduction of sponsored content on Threads might not significantly affect user engagement. Users are accustomed to seeing ads in their feeds on other apps and are likely to continue using Threads even after ads are introduced.
There’s speculation that Meta might roll out ads on Threads sooner than anticipated. With the app boasting over 200 million users and counting, Threads presents a lucrative opportunity for advertisers. There’s a chance that Meta could launch ads in Threads ahead of the holiday season to boost revenue. However, the company might also choose to wait until Threads reaches a larger user base, possibly around 500 million users, before fully committing to monetization.
As Threads continues to grow, especially with the migration of users from X, the momentum behind the app increases. This might accelerate Meta’s timeline for introducing ads. However, whether this will happen in weeks, months, or even years is still up in the air. If Meta sees a significant opportunity to generate revenue and cater to advertisers, the company may not wait long to start monetizing the app.
Meta's Threads is clearly exploring the possibilities for future ad formats, even though the company insists there’s no immediate rush to monetize the app. As the platform continues to grow, users can expect to see ads eventually, though the timeline remains uncertain. Whether Meta will introduce ads sooner rather than later depends on the app’s growth trajectory and the evolving digital advertising landscape. For now, Threads users can enjoy an ad-free experience, but they should be prepared for changes on the horizon.