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.

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.

Meta has officially announced the launch of ads on its rapidly growing microblogging service, Threads, with a select group of advertisers in the U.S. and Japan beginning a test phase. In a recent blog post,