Meta’s text-first platform, Threads, launched in July 2023 and has remained ad-free ever since. Nearly two years later, that’s beginning to shift.

For brands keeping a close eye on where paid social is headed next, the early movement on Threads is worth watching—even if it’s not actionable just yet.

Threads Ads Are Here-ish

In January 2025, Meta began testing ads on Threads with a small group of brands in the U.S. and Japan. The current format is extremely limited: single static image placements labeled “Sponsored,” appearing natively in-feed.

These ads are not yet available through Meta Business Manager, and no official rollout timeline has been announced.

Why a Slow Rollout Is Strategic

Threads is still in a foundational phase—defining its culture, user behavior, and long-term positioning. This gradual approach to monetization isn’t a misstep; it’s a proven strategy.

• Instagram waited 3 years to introduce ads.
• Snapchat: 3 years.
• Twitter: 4 years.
• Threads? Testing at 1.5 years in.

For platforms still establishing community norms and cultural currency, early ad saturation can erode trust and engagement. Threads is following a playbook that prioritizes product maturity before monetization.

What’s Working

Initial ads appear visually consistent with the platform’s clean, minimalist aesthetic. Early adopters are benefiting from low competition and minimal ad fatigue. Meta’s established brand safety protocols are already active on Threads, ensuring a controlled and quality environment for testing.

But…They’re Kinda Boring

The current Threads ad experience lacks the creative spark the platform is known for. While Threads has demonstrated a capacity for playful, culturally sharp UX—think Taylor Swift Easter eggs and birthday surprises—the ads thus far have been static, traditional, and uninspired.

Interactive formats, community-driven features, and experimental creative tools are noticeably absent. Without them, Threads risks missing an opportunity to differentiate its ad offering in an already saturated market.

What Comes Next

Assuming successful testing, a broader rollout is likely to begin in late 2025. More advanced formats are expected to follow: video, carousels, polls, and enhanced targeting features typical of Meta’s ecosystem.

Now is the time for brands to evaluate their Threads strategy—if not from a paid perspective, then certainly from an organic one. Brands that have already begun building a presence will be best positioned to capitalize when ad capabilities expand.

TL;DR

• Threads ads are testing — you can’t buy them yet, and that’s OK.
• Creative tools are basic, but the potential is big.
• Look for expansion later in 2025 with better formats and targeting.
• If you want in early, start conversations now.
• And most importantly, build your brand’s organic Threads presence now — so when ads are ready, you’re not starting from zero.

You heard it here…Threads may not be a performance driver in 2025 just yet, but brands with a long-term, social-first mindset will be ready when it is.