Meta is significantly expanding its advertising capabilities on Threads, its messaging platform, by opening up ads to all eligible advertisers globally. The company plans to roll out ads in over 30 countries, including the US, in a phased approach, according to a spokesperson.

This move marks a significant expansion of Meta's advertising efforts on Threads, which were initially limited to a "handful of brands in the US and Japan" during a limited test in January. The company's decision to scale up its advertising capabilities is likely driven by the need to generate revenue and offset the costs of running the platform.

As part of the rollout, users in select markets will start seeing ads in their feeds, which will be labeled as "Sponsored" in gray next to the account's username. This labeling is designed to provide transparency and distinguish ads from organic content.

Meta's decision to introduce ads on Threads has been met with some skepticism, with users expressing concerns about the impact on their experience. However, Adam Mosseri, the head of Instagram and Threads, has defended the move, stating that the platform needs to generate revenue to sustain itself and provide a free service to users.

The expansion of ads on Threads is likely to have significant implications for advertisers, who will now have access to a larger and more diverse user base. It also raises questions about the platform's ability to balance user experience with revenue generation, as well as the potential for ad fatigue and decreased user engagement.

As Meta continues to roll out ads on Threads, it will be important to monitor user feedback and the platform's ability to strike a balance between revenue generation and user experience. The success of this effort will likely have significant implications for the future of social media advertising and the role of platforms like Threads in the digital landscape.

In the meantime, users can expect to see more ads in their feeds, and advertisers will need to adapt to the new opportunities and challenges presented by this expanded advertising platform.