Threads is getting further from Instagram. "Starting in September 2026, matching usernames between Threads and Instagram profiles will no longer be required to run Threads ads," Meta said, according to Social Media Today. "Businesses operating without an Instagram profile will also be able to launch ads on Threads directly using their native Threads profile."
Why this matters
Until now, Threads advertisers had to keep their Instagram identity on Threads. That made sense while Meta used Instagram to grow Threads. But people use the two apps differently: Threads is text-first conversation, Instagram is visual. Separate ad identities let brands speak differently on each.
Meta has also added Threads-specific access controls in business portfolios, so Threads profiles no longer have to be managed through an Instagram profile, Social Media Today reports. The changes are rolling out gradually and may not be available to every advertiser yet.
