Threads Expands Ads to All Global Users, Reaches Over 400M MAUs - META

Meta is rolling out ads on Threads to all users worldwide starting next week, January 28, 2026, in a gradual expansion expected to take months. The move underscores the platform’s growing role in Meta’s advertising ecosystem. Threads has surpassed 400 million monthly active users, up from 320 million in January 2025, and added 30 million new users by April 2025. CEO Mark Zuckerberg has touted the app as a potential billion-user platform within years. Ads were first tested in the U.S. and Japan in 2025 and opened to global advertisers in April 2025. Advertisers can deploy image, video, 4:5 format, and carousel ads via Meta’s Advantage+ program or manual campaigns, integrated with Facebook, Instagram, and WhatsApp through Business Settings. Third-party verification for brand safety, provided through Meta Business Partners, now extends to Threads’ feed. Meta said ad frequency will remain low during the initial global rollout.