Meta has made an important decision regarding financial rewards for content creators publishing on the Threads platform. Earlier this year, 2025, the company stopped all payments to creators, which in some cases had reached thousands of dollars monthly.
This announcement was made via Instagram’s support page, which used to provide details about creator incentives on Threads and other apps but no longer mentions Threads at all. Thus, the company has officially indicated the reason for stopping payments without making any direct statements.
Stopping Rewards for Content Creators
According to Engadget, creators who were receiving payments for their content said they stopped getting paid by the end of April — about a year after the initiative to pay creators based on their posts started. Engadget reported that creators earned between $500 to $5,000 monthly, depending on specific criteria related to posts and views.
Although these rewards initially supported user activity on Threads, stopping them seems likely to impact the strategies users will follow going forward.
It’s worth noting that Meta has yet to clarify what it will offer creators instead. The platform rarely drives traffic to external sites, and building a follower base on Threads is much harder since the platform relies mainly on an algorithmic feed with recommended content by default.
The Future of Threads After Stopping Rewards
Meta has not yet defined a new strategy for creators on Threads. The company is still aiming to attract more brands to the platform and has tested features to help users find popular creators they used to follow on X (formerly Twitter).
Meta has provided easy-to-use tools for creators, such as the ability to add more links to profiles and access more detailed app analytics.
Experts expect that Threads will follow a different approach that does not require paying users rewards for content, as the platform already has sufficient momentum. Mark Zuckerberg has repeatedly stated his belief that Threads could become Meta’s next platform with a billion users.
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