Meta expands Threads ads to all users globally

By Anu Adegbola

Published: January 21, 2026 at 12:58 pm

Meta will begin showing ads on Threads to users worldwide next week, with a gradual rollout that will continue for several months.

Threads, Meta’s rival to X, launched in July 2023 and now tops 400 million monthly active users. CEO Mark Zuckerberg has called it a potential “next big hit” and says it could reach 1 billion users within a few years.

Advertiser access. Advertisers have tested Threads ads in the U.S. and Japan over the past year, and in April the platform opened ad access to advertisers worldwide.

Meta lets brands extend campaigns to Threads through its Advantage+ program or manual setups, with support for image, video, carousel, and 4:5 formats.
Ads can be managed alongside Facebook, Instagram, and WhatsApp campaigns in Business Settings.

Third-party verification. Meta also expanded third-party verification from Facebook and Instagram to Threads, enabling independent brand safety and suitability checks. Ad delivery will stay “low” at first as the feature scales worldwide, the company said.

Why we care. Threads now offers access to a fast-growing social platform with more than 400 million users, fully integrated into Meta’s ad ecosystem for easy cross-posting. The rollout includes advanced ad formats and third-party verification for brand safety. While delivery will start low, early adoption could give brands a competitive edge as the platform scales worldwide.

The announcement. Ads on Threads: One Year In – Now Reaching All Users and Markets Globally

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About the author

Anu Adegbola

Paid Media News Editor, Search Engine Land

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, AdWorld Experience (Bologna, IT) and more.