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Meta plans to introduce ads on Threads early next year, The Information reportsciting three people with direct knowledge of the subject.

Instagram’s advertising team is managing the project in its early stages and could allow a small number of advertisers to create and publish ads as early as January 2025, the report said.

Meta executives acknowledged that ads were coming to its new social network. “We definitely plan to introduce ads to Threads,” said Adam Mosseri, head of Instagram, who also oversees Threads. said in April. “At the end of the day, we are a business and Threads needs to make enough money to pay the people and servers to run the service and provide it for free to users.”

Last year, when a Threads user joked about Mark Zuckerberg’s plans to monetize the platform, Meta CEO replied saying that their approach to Threads is the same as their other products: “Get the product working well first, then see if we can put it on a clear path for 1 billion people, and only then think about monetization.”

The wires crossed 275 million active monthly users earlier this month. According to Similarweb statisticsThreads’ daily user count is around 4.7 million, which is behind X at 36.7 million but outpaces the booming X alternative. Blue skywhich has just under a million daily users (15 million total).

X lost approximately 115,000 users after Election Day, Similarweb says, but that may not matter too much. Advertisers would have plan to return to X to form closer ties with Elon Musk, who has been selected to lead Donald Trump’s new Department of Government Efficiency (yes, DOGE).