Meta has begun testing Threads ads, giving advertisers a new way to reach 300 million monthly active users by extending existing campaigns.

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.

Meta has launched its initial testing phase for advertisements on Threads, the company’s text-based social media platform. The testing will begin with a small group of advertisers and users in the United States and Japan.