Meta adds app install ads and reply moderation tools to Threads Marketing API as platform tops 400M users

Meta has updated the Threads Marketing API with two new features: support for app install ads globally, allowing advertisers to run APP_INSTALLS and app event optimization campaigns using existing image, video, or carousel creative without platform-specific assets, and reply moderation tooling that lets advertisers view, hide, and respond to top-level replies on their Threads ads. The reply moderation endpoints require either ads_read or ads_management permissions tied to the ad account, giving brands more control over comment sections on paid placements. The updates follow Threads' recent global ad expansion and come as the platform surpasses 400 million monthly active users.