In addition to announcing that advertisers will no longer need to have an Instagram account to run ads on Threads, Meta has also announced new permissions for Threads advertisers within its business management tools. This update will give businesses the opportunity to assign Threads-specific controls to different employees.
As explained by Meta: “Starting in September 2026, Threads profiles feature dedicated, task-based access that you can manage directly within your business portfolio — these are no longer tied to an associated Instagram profile. Existing Threads profiles in your portfolio will initially retain access settings inherited from their previously associated Instagram account, though moving forward, you can customize and manage access levels for your Threads profile.”
So now, businesses will be able to assign various access and management permissions for Threads specifically, as opposed to having Threads integrated into existing Instagram oversight tools.
The update is another step towards making Threads a more independent consideration for marketers, with its own processes that are gradually being decoupled from Instagram.
This makes sense. Threads is now up to 500 million monthly active users, while Meta CEO Mark Zuckerberg recently noted that the app has likely now exceeded X in terms of overall usage.
Given that it has now cemented a place in the broader social media landscape, Threads needs to become an independent platform, separate from Instagram, in order to enable more specific focus and development.
Providing more ways for businesses to manage their Threads presence is another key step in the app’s development.
Meta said that Threads access permissions are rolling out globally over time, and are not available in all regions yet.
