Meta’s Threads, a direct rival to X, announced on Friday that it is now testing ads with select brands in the U.S. and Japan. Instagram head Adam Mosseri emphasized that the company would be gathering feedback before deciding to expand this experiment to other markets.

Now that Threads has more than 300 million active users per month, the first advertising measures are starting. Initially in the USA and Japan.

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