Threads is now used by 300 million active users each month, according to Meta, and three out of four Threads users follow at least one business account, the company said. The timing of the ad rollout appears strategic, as the social media landscape faces upheaval. Meta's push into Threads advertising follows recent turmoil at TikTok, which faces potential restrictions in the US, and continued advertiser wariness around X under Elon Musk's ownership. Meta executives have spent recent weeks reassuring advertisers about the company's decision to relax content moderation policies and end its third-party fact-checking program.