Meta Platforms will begin test launching ads on its social media platform Threads with a few brands in the U.S. and Japan, it said on Friday, as the app hits over 300 million monthly active users.

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, the company which owns social media networks Facebook and Instagram, has denied forcing users to follow official accounts belonging to senior figures in the new Trump administration. Some users of the platforms had complained following Donald Trump's inauguration on Monday that they had "automatically" been made to follow the new president,

It said follow and unfollow requests may take time as the accounts switch hands to the new Trump administration.