Meta Threads has crossed 400 million monthly active users and now supports global app install ads via the Marketing API. CPMs are running 40-60% cheaper than X.
Threads is not a test channel anymore. It is a scaled paid media surface with 400 million users and full Ads Manager integration.
Meta's Threads has hit 400 million monthly active users, making it the fastest social platform to reach that milestone, outpacing both Instagram and TikTok's growth curves. More importantly for marketers, Threads now supports app install and event optimisation campaigns globally via the Marketing API, without requiring new creatives.
The advertising rollout began in January 2026 when Meta opened Threads ads to all users worldwide. Since then, the platform has expanded from basic feed ads to full app campaign support, letting advertisers run app install campaigns using existing creative from their Meta Ads Manager without building anything new.
The cost dynamics are compelling. Threads currently runs CPMs of $3 to $8, compared to X's $6 to $12 range. Buffer's analysis of 10.2 million posts found Threads drives 73.6% higher engagement rates than X, with a median engagement rate of 6.25% versus 3.6%.
Current Threads advertising CPMs, roughly half the cost of X
Threads is also now a dynamic URL parameter in Meta Ads, labelled 'th' and 'threads_stream', which means advertisers can see Threads-specific performance data in their reporting. This is a meaningful upgrade from the early days when Threads inventory was bundled into broader placements without clear attribution.
The platform has matured beyond its initial positioning as a Twitter alternative. With 400 million users spending meaningful time in-feed, it is now a legitimate distribution channel for both organic content and paid campaigns.
Why it matters
For Australian advertisers, Threads represents a new paid channel that can be activated through existing Meta infrastructure. There is no new ad account to set up, no new creative to build and no new reporting tool to learn. It runs through the same Ads Manager, uses the same targeting and benefits from Meta's signal infrastructure.
The lower CPMs will not last. As more advertisers enter the auction, prices will rise. The arbitrage window is now.
What to do about it
Check your Meta Ads placements. If you are running Advantage+ or automatic placements, you may already be serving on Threads. Look for the 'th' parameter in your breakdown reports.
Test a dedicated Threads placement campaign with a small budget. Measure CPM, engagement and conversion against your Instagram and Facebook benchmarks.
If you run app install campaigns, Threads is now a no-additional-effort channel. Enable it and measure the incremental installs.
Build organic presence on Threads now. The algorithm is still rewarding early and consistent posters, and organic reach will decline as the ad load increases.
Four hundred million users. Full Ads Manager integration. Half the CPM of X. The case for testing is hard to argue against.