Developers have discovered references to ad products within the Threads app code, including a "Sponsored" label, hinting that Meta might be exploring introducing ads to Threads. 

Software Developer, Alessandro Paluzzi, in a Tweet, revealed that “Threads is getting ready to bring ads to the app.” He further shared a prototype showing what ads on Threads might look like. “And here is how sponsored posts will appear on Threads, with a "Sponsored" label next to the username,” he said.

Chris Messina on Threads also discovered a JSON file labeled “bcn_single_image_ad,” indicating an ad unit under development. 

The presence of ad-related elements within Threads' code suggests that the company is preparing for future monetization plans. Previously, Instagram head, Adam Mosseri acknowledged that advertising is part of the long-term plan for Threads, highlighting the need for revenue to sustain the service and cover operational costs.

Despite these indicators, Meta remains clear that there is no immediate timeline for rolling out ads in Threads. Alec Booker, Instagram's spokesperson, confirmed that Threads is not currently testing ads. "We’re not testing ads in Threads at this time, and there is no immediate timeline for monetization," he said.

On LinkedIn, Facebook Ad Strategist, Jon Loomer, commented “It’s true, the existence of code to support ads doesn’t mean anything. Ads are coming eventually, so they’ll need to plan for it. This isn't necessarily any big reveal..”

Loomer also commented that as Threads becomes more established, users who have invested in building their presence on the app may find it harder to leave, even if ads are introduced. “Ads are part of just about any other app anyway,” he said.

Meta's CEO, Mark Zuckerberg, has stated that the long-term goal for Threads is to reach 1 billion users within a few years, with plans for monetization only being considered afterward. “Our approach will be the same as all our other products: make the product work well first, then see if we can get it on a clear path to 1 billion people, and only then think about monetization at that point.”

Currently, Threads has 200 million monthly active users, and recently Meta launched a new feature allowing users to cross-post between Instagram and Facebook to Threads.