The messaging service WhatsApp on Monday will begin to display ads for the first time as parent company Meta seeks to make business changes to the encrypted global platform.

WhatsApp is rolling out new ad features including a subscription model that will allow channels to offer exclusive content for a monthly fee.

WhatsApp’s Updates tab features let you reach 1.5 billion daily users through promoted channels, subscriptions, and Status ads.

For now, the ads will only appear on WhatsApp's Updates tab, where users can update their status and access channels or groups targeting specific interests they may want to follow. In its announcement of the ads, parent company Meta claimed that placing ads under Updates means that the ads won’t “interrupt personal chats.”

WhatsApp announced on Monday it will introduce its boldest advertising features yet, marking a significant shift for the messaging platform that has largely remained ad-free since its

Meta Platforms Inc. will begin showing ads inside of its WhatsApp messaging service, opening a new potential revenue stream while the company invests heavily in artificial intelligence and other long-term projects.