Meta has quietly made an important move: Threads accounts can now be added to business portfolios. This shifts Threads from an experimental platform to one that’s clearly being prepared for serious marketing use.
Key highlights
Businesses can now manage their Threads accounts inside business portfolios, enabling ad management through Ads Manager and cross-posting via Meta Business Suite.
If a Threads account shares the same username as an existing Instagram account already in the portfolio, it may be added automatically. Any live ads will continue running without interruption.
Management access is tied entirely to Instagram. The associated Instagram account must be in the portfolio, usernames must match, and anyone with Instagram access automatically gets access to Threads.
What this means for a marketer
This update signals that Threads is moving closer to monetization. Once a platform is available inside Ads Manager, it’s no longer a side experiment.
For marketers, this is the cue to treat Threads as an extension of Instagram strategy—same governance, same access control, and soon, the same performance expectations. Early preparation here will matter once ads and scale follow.
Threads just became operational.
Source: Meta Help Center – Threads in business portfolios
