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.

The test, which began on Friday, will initially involve only a select group of brands in the United States and Japan

Meta has started testing ads on Threads, its new social network, with selected brands in the US and Japan. This move follows recent changes in content moderation policies, raising concerns over misinformation.