Report Says Threads May Introduce Ads Sooner than Expected

Meta’s Twitter-like platform, Threads, could see ads as early as next year, despite initial statements that monetization wouldn’t occur until the app hit a billion users. A recent paywalled report from The Information cites sources from within Meta’s Instagram team indicating that Meta may be preparing to launch ads on Threads in early 2024, potentially accelerating its timeline to leverage the app’s current 275 million active users.

Meta has officially downplayed the report, stating that “there are no ads or monetization features currently on Threads” and emphasizing a focus on user growth and valuable features for now. This stance aligns with comments from Meta’s CFO Susan Li, who told shareholders that Threads is not expected to contribute significantly to revenue by 2025. This indicates a cautious approach, suggesting that monetization may wait until the platform hits higher active user milestones, perhaps closer to 500 million.

However, Threads’ competitive landscape, notably the rising popularity of alternatives like Bluesky, may be prompting Meta to reconsider its long-term approach. As Threads continues its steady growth, Meta appears to be weighing its monetization options while aiming to sustain user engagement.

For now, Meta’s statements imply a measured timeline for ads on Threads, but shifting market dynamics could lead to a more flexible approach. Whether ads will appear in 2024 or further down the line remains uncertain, but Meta’s priority, as stated, continues to be building a strong, engaged user base before moving into monetization.