Meta’s text-based platform, Threads, has reached 150 million daily active users, marking a major milestone for the fast-growing app. The achievement was revealed by CEO Mark Zuckerberg during Meta’s third-quarter earnings call, highlighting the company’s confidence in Threads’ continued growth and its potential to become a leading player in social media.
In August, Meta reported that Threads had surpassed 400 million monthly users, indicating steady engagement since its launch.
Growing engagement and AI-driven improvements
Zuckerberg expressed optimism about Threads’ trajectory, stating that the platform was “on track to become the leader in its category.” He also noted that the average time users spend on the app has increased by 10%. According to him, this growth is mainly due to advancements in Meta’s artificial intelligence systems, which enhance recommendation accuracy and content relevance.
The company’s focus on AI appears to be paying off, as Threads continues to attract users seeking an alternative to other text-based social media platforms. The app, which integrates closely with Instagram, benefits from Meta’s extensive infrastructure and user base, allowing for smoother adoption and cross-platform interaction.
Meanwhile, Instagram chief Adam Mosseri confirmed that Meta is “exploring” new personalisation controls for Threads. He explained that the company is testing ways for users to “tune” their algorithmic recommendations, offering more control over the kind of content they see. These experiments align with Meta’s broader strategy of improving user experience through customisation and transparency.
Meta expands ads across Threads globally
As user engagement has grown, Meta has accelerated the rollout of advertising on Threads. Chief Financial Officer Susan Li announced during the earnings call that “ads are now running globally” in the Threads feed. This marks a major step in the company’s monetisation strategy for the platform.
Earlier this year, Meta introduced ads to Threads users in 30 countries as part of a limited test. Following positive results, the company has now expanded the initiative worldwide. The move includes introducing more varied ad formats, such as video ads, to boost engagement and performance for advertisers.
“We’re following our typical monetisation playbook of optimising the ad formats and performance,” Li explained. This approach mirrors Meta’s strategy on other platforms such as Facebook and Instagram, where iterative testing and performance optimisation have been central to its advertising success.
Positioning Threads for long-term success
Threads’ steady rise underscores Meta’s ambition to build the app into its next major platform. Zuckerberg has previously suggested that Threads could eventually reach a billion users, placing it alongside Meta’s most successful products.
By combining AI-powered recommendations, user-focused features, and a global advertising network, Meta aims to position Threads as both a community hub and a valuable tool for businesses. The company’s ongoing focus on personalisation and monetisation suggests that Threads will play an increasingly important role in Meta’s ecosystem in the years ahead.
