Meta’s Threads, a direct rival to X, announced on Friday that it is now testing ads with select brands in the U.S. and Japan. Instagram head Adam Mosseri emphasized that the company would be gathering feedback before deciding to expand this experiment to other markets.

This marks the first step in Meta’s efforts to monetise Threads, which launched in July 2023 as a competitor to X (formerly Twitter). Although the platform initially stood apart from Meta’s other services by avoiding ads, the company now seeks to leverage its large user base to generate revenue.