Meta is changing how Threads ads work. Starting in September 2026, advertisers no longer need matching usernames on Threads and Instagram to run Threads ads, and businesses with no Instagram presence can launch ads directly from their Threads profile. It is another step in treating Threads as a standalone ad platform rather than an Instagram add-on.
Until now, Threads was tied to Instagram, so advertisers had to keep their Instagram identity on Threads to run promotions. In Meta’s words: “Starting in September 2026, matching usernames between Threads and Instagram profiles will no longer be required to run Threads ads. Businesses operating without an Instagram profile will also be able to launch ads on Threads directly using their native Threads profile.”
The update is rolling out gradually, so it may not be available to every advertiser yet.
Threads has grown to 500 million users, and it reaches a different audience than Instagram. Linking the two apps made sense for early adoption, but people use Threads very differently. Meta has already detached Instagram graph insights from the Threads onboarding flow, though Threads still uses Instagram engagement signals to estimate user interest. The split is still in progress.
Brands that run Threads under a different name or voice can now advertise from that account as-is. A company can keep Instagram as a polished, product-led brand account and run Threads as a conversational account with a founder’s or team member’s voice, and put paid support behind both.
Companies that never built an Instagram presence because they couldn’t sustain visual content, such as B2B firms and professional services, can now test ads on text-first Threads.
Threads’ conversational focus shows up in other recent changes too. See Threads Gems Explained: How Threads Will Badge Posts That Spark Real Conversation and Instagram Adds a Threads Sharing Sticker for Stories — Post Liked or Saved Threads Posts to Your Story.
Not from September 2026. Businesses without an Instagram profile can launch ads directly from their native Threads profile, though the change is rolling out gradually.
No. Meta removed the matching-username requirement for running Threads ads.
Threads has around 500 million users, reaching an audience that differs from Instagram’s.
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