In its year-and-a-half of existence, one of the things that’s set Threads apart from Meta’s other apps is that the service has been entirely free of the advertising that fills up just about every corner of Facebook and Instagram.

Meta Platforms will begin test launching ads on its social media platform Threads with a few brands in the U.S. and Japan, it said on Friday, as the app hits over 300 million monthly active users.

We knew this was coming. Threads, Meta’s rival to X and Bluesky, is testing ads with certain brands in the United States and Japan, the company said Friday.