Social Rocket
Meta is making Threads for businesses significantly more independent of Instagram. Since September 2026, advertisers no longer need an identical username on Instagram and Threads for Threads ads, or even an Instagram profile at all. A second layer is now being added: Threads profiles receive their own task-based access rights in the Meta Business Portfolio.
This allows businesses to grant employees and agencies Threads-specific permissions instead of inheriting access from a linked Instagram account. According to Meta, existing rights will initially remain in place but can be adjusted separately for Threads in the future. The rollout is gradual and not yet available in all regions.
Dedicated Threads permissions for teams and agencies
Social Media Today quotes Meta announcing that since September 2026, Threads profiles receive dedicated, task-based access directly in the Business Portfolio. For social media teams, this is more than a cosmetic change: roles for posting, administration or advertising no longer have to be tied to an Instagram identity.
Larger businesses and agencies in particular gain cleaner governance as a result. Anyone responsible only for Threads no longer automatically needs access to the associated Instagram profile. Existing Threads profiles initially carry over their previous Instagram-based settings but can then be configured separately.
Threads ads no longer need an Instagram account either
The new permission management complements a change Meta announced shortly before. Businesses can now run Threads ads with a native Threads profile without operating a parallel Instagram presence. Identical usernames on both platforms are no longer required either.
This makes it increasingly possible to plan Threads as a standalone paid social channel. That fits the platform's scale: in June 2026, Meta reported 500 million monthly active users. How Threads is developing against X in terms of usage and reach is covered in our Threads-vs.-X comparison.
Threads is becoming organisationally more independent for marketers
The decoupling now affects more than advertising. The expanded Threads Insights provide separate performance and audience signals, while podcast tools with episode cards and insights create new native usage scenarios.
For teams, this means Threads should no longer be treated merely as an additional Instagram placement. Access rights, content responsibility, reporting and ads can increasingly be organised separately.
What businesses should check now
If you already use Threads for business, check in the Meta Business Portfolio whether the new permissions are available in your account. Assigning rights separately is especially worthwhile when you have several employees, external agencies or separate organic and paid teams.
For campaigns, the following still applies: the technical decoupling does not mean that Instagram creatives automatically work on Threads. The platform is more focused on text and discussion; creatives and calls-to-action should therefore be tested and measured separately.