Meta’s X rival Threads said Friday that it is now testing ads with select brands in the U.S. and Japan. Instagram head Adam Mosseri said that the company

Your Threads feed will soon have ads. On Friday, Meta announced that it’s rolling out a “limited, early test of ads in Threads,” and the test will happen with a “handful of brands in the US and Japan,” according to Instagram boss Adam Mosseri.

In its year-and-a-half of existence, one of the things that’s set Threads apart from Meta’s other apps is that the service has been entirely free of the advertising that fills up just about every corner of Facebook and Instagram.