Meta is gradually separating Threads from Instagram. The company announced that advertisers no longer require matching usernames to run Threads campaigns. This shift reflects Meta’s recognition that Threads operates as its own distinct platform now.
As Meta puts it:
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. These changes are rolling out gradually and may not be available to you yet.
Previously, Threads remained tethered to Instagram. Advertisers had to maintain identical usernames across both platforms. This requirement forced businesses to treat the apps as a unified ecosystem. However, user behavior patterns differ significantly between the two platforms. Meta eventually realized this approach limited Threads’ advertising potential dramatically.
Starting in September 2026, the restrictions vanish entirely. Businesses can run Threads ads independently of Instagram accounts. Additionally, companies without any Instagram presence can launch campaigns on Threads. This change removes a major barrier for businesses seeking Threads-specific audiences. Meta stated the policy directly: matching usernames between the platforms become optional rather than mandatory.
If your business has been using an existing Threads profile for ads:
- Your Threads profile is already in the same business portfolio and available to use — you don’t need to add it yourself.
- The same user access from your Instagram profile will apply to your Threads profile automatically.
- You can manage who has access to advertise with your Threads profile directly on the Threads profile in Settings.
- Any existing ads in Meta Business Suite will continue to be delivered as usual, including if a Threads or Instagram username changes.
If you’re creating a new Threads profile, you’ll need to manually add the Threads profile in Meta Business Suite. If this is your first time using Meta Business Suite, you’ll need to create a business portfolio before you add a Threads profile.
To add a new Threads profile to your business portfolio on desktop:
- Go to Meta Business Suite and click Settings on the left.
- Below Accounts, click Threads accounts.
- Click + Add.
- Agree to the terms and click Add Threads account.
- Enter your Threads username and password, then click Log in.
- When you see the confirmation message, click Done.
Threads reached 500 million users recently. This milestone suggests the platform has achieved sufficient scale for independent marketing strategies. Advertisers now recognize Threads attracts audiences with different interests and engagement patterns than Instagram.
Meta took earlier steps toward this separation. The company detached Instagram graph insights from Threads onboarding flows. Previously, Instagram engagement served as a proxy for predicting Threads user interest. That approach proved inaccurate because usage behaviors diverge substantially between platforms. Consequently, engagement metrics no longer drive Threads recommendations.
Meta also noted these changes are rolling out gradually. Not all advertisers have immediate access to independent Threads ads yet. The phased approach allows Meta to monitor performance and refine systems accordingly. Eventually, all businesses should access these independent advertising features.
