Meta's competitor X has survived for quite some time without any advertising messages in users' feeds. However, sooner or later, this had to change, and the first mention of advertising in Threads appeared in November last year.
“We’re starting a small test for ads on Threads with a handful of brands in the US and Japan. We know there will be plenty of feedback about how we should approach ads, and we are making sure they feel like Threads posts you’d find relevant and interesting. We’ll closely monitoring this test before scaling it more broadly, with the goal of getting ads on Threads to a place where they are as interesting as organic content,” Mosseri wrote.
Therefore, only users in the United States and Japan will see the ads during the test. However, it's unlikely that Ukrainian Threads fans will have much time to scroll through the social network's feed without ads.
As a reminder, Threads recently added the ability to schedule deferred posts.