Meta has ended its bonus program on Threads

Meta has discontinued its bonus program for creators on the Threads platform. The company quietly ended the program earlier this year, which had previously offered creators monthly payments ranging from $500 to $5,000 for meeting specific metrics around post counts and views. Meta has not provided an official explanation for the decision, but creators have reported that they stopped receiving payments around the end of April. While Meta is still trying to attract more brands and notable figures to Threads, it remains unclear what the company can offer creators in return. Threads currently struggles to drive significant traffic to external websites, and it is challenging for creators to build a substantial following on the platform due to its algorithmic timeline. Meta may be banking on Threads' existing momentum without the need for creator incentives, but the company's goal of making it a billion-user platform may be difficult to achieve without the buy-in of content creators.