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.

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.

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