Meta is testing ads in Threads, its fast-growing social app with over 300 million monthly users. The goal is to help users discover businesses they love while keeping the experience enjoyable.

The test allows select advertisers to display image ads between posts on the Threads home feed. These ads can be easily added to campaigns through Meta’s ad system without needing new creative work.

Meta is prioritizing brand safety by using tools like an AI-powered inventory filter to ensure ads don’t appear next to unsuitable content. Users will also have some control over the ads they see, and Meta will collect feedback to improve ad relevance.

This early test is just the beginning. Meta plans to refine the system based on user and advertiser feedback before rolling it out more broadly. Future updates may include better verification tools and expanded language support.