01:19 PM EST, 01/24/2025 (MT Newswires) -- Meta Platforms' ( META ) social media platform Threads will start a "small test" for ads with some brands in the US and Japan, Instagram head Adam Mosseri said in a post Friday.

Mosseri said Threads is aiming to make sure that ads "feel like" posts that users would find relevant and to get them "to a place where they are as interesting as organic content."

He said the test will be monitored closely "before scaling it more broadly."

META shares were up 2.3% in recent trading.

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