Threads could start getting ads much sooner than Meta has let on. The company is now planning to bring ads to its newest app “early next year” with the first ads arriving in January of 2025, according to a new report in The Information.

That suggests Meta is looking to start making money on the rapidly growing service far sooner than Meta executives have previously suggested. In August, when the app reached 200 million users, Mark Zuckerberg said Threads could become the company’s next billion-user service. He said making money off the app would be a "multi-year" effort.

“All these new products, we ship them, and then there's a multi-year time horizon between scaling them and then scaling them into not just consumer experiences but very large businesses,” Zuckerberg said. In the company’s most recent earnings call, Meta CFO Susan Li said the company doesn’t “expect Threads to be a meaningful driver of 2025 revenue at this time.”

According to The Information, Meta is planning a slow rollout for ads on Threads. The company will start with “a small number” of advertisers in January. It’s unclear how quickly the effort may expand. "Since our priority is to build consumer value first and foremost, there are no ads or monetization features currently on Threads," a Meta spokesperson said in a statement.

Engadget