Threads, the text-based social media platform launched by Meta in mid-2023, continues to grow. According to the data disclosed in the company’s 2025 third quarter report, Threads has exceeded the 150 million daily active user limit. This figure reveals both the steady increase in users and the fact that the application is no longer a temporary item of interest. Threads, which has become one of the fastest growing services among Meta’s existing products, has begun to occupy a more central position in the company’s long-term plans.
The rise of the application was not limited to the number of users. In addition, there was a noticeable increase in the time users spent on the platform. Mark Zuckerberg directly attributed this increase to the AI improvements integrated into Meta’s content recommendation system. Thanks to algorithms that offer more accurate suggestions, users began to encounter content that interests them more quickly. In addition, the increase in interactions further strengthened the platform’s place in the social media ecosystem. However, in order to make this increasing interest sustainable, investments in artificial intelligence must continue.
Meta aims to increase user control while expanding ad impressions for Threads
Instagram manager Adam Mosseri announced that new features are being tested to improve user experience. He stated that they are working on tools specifically for personalizing content recommendations. These tools aim to give users more say over the algorithmic flow. The tests in question have been ongoing on Instagram for a while, and a similar road map is being followed for Threads. Such controls, which will increase users’ control over the application, can restore trust in algorithms. In this context, the transparency of the recommendation system and its compliance with user reactions will be among the determining factors of the coming period.
In parallel with all this, Meta accelerated the process of expanding Threads’ advertising structure. Susan Li, Meta’s chief financial officer, confirmed that the ads are now running globally. The process, which started in 30 countries with a limited test group at the beginning of the year, has now turned into an advertising network that reaches users around the world. The fact that the company is making this transition gradually is considered as a result of its effort to protect the user experience. On the other hand, different content formats began to be introduced along with the display of advertisements. Video ads, in particular, aim to further deepen users’ interaction with the content.
It’s no coincidence that the advertising strategy scales so quickly. Meta has followed a similar revenue model in its previous products and continues the same path for Threads. At this point, placement, frequency and content quality of advertisements are among the determining criteria. Despite this, Meta’s priority is to create an advertising experience that will not harm user satisfaction. If this balance is established correctly, advertising revenues can directly contribute to the growth of the platform. Thus, Threads can become an important digital player not only with the number of users but also with its revenue potential.
These developments in practice show that interest in text-oriented social networks is still strong. In the social media world where visual content is dominant, Threads is positioned as an alternative medium with its simple and readable structure. This differentiation enables the application to appeal to more focused user groups. On the other hand, in order for the platform to sustain this massive growth, it must strengthen both its technical infrastructure and moderation system. Because as the number of users increases, maintaining the experience becomes more complex.