Meta has begun a limited, early test of ads in its Threads feed with a small group of advertisers. Fast food chain Wendy’s and the GroupM agency are reportedly part of the test. The test ads will be delivered in select markets at launch and will roll out to additional markets as Meta continues to monitor the test.

During early testing, Threads feed will feature image ads between pieces of content in the home feed. Advertisers will be able to extend existing image ads to Threads by simply checking a box in Ads Manager, according to Meta.

The new format, first announced in January, will be on by default for new campaigns using either Advantage+ or Manual Placements, although advertisers have the option to opt out of Threads feed via Manual Placements.

As part of the test, Meta will also begin testing its inventory filter. The filter gives brands the ability to choose the sensitivity level of the organic content adjacent to ads on Facebook and Instagram feeds, Reels feed ads and those in the Threads feed.

The three filter controls include expanded inventory that places ads next to content following Meta’s Content Monetization Policies.

Moderate inventory excludes highly sensitive content, Meta says. The limited inventory control excludes additional sensitive content and live videos. Selecting the moderate or limited inventory filters will lower reach and increase costs. Expanded inventory is the default filter.

In addition to advertiser controls, consumers will be able to control the ads they see in the Threads feed, skip or hide ads they don’t like and find out how their personal data is being used for ads.

Meta says the Threads community now has over 300 million monthly active users and that three out of four people on Threads follow at least one business.