The ads will only be shown to users within WhatsApp’s “Updates” tab to separate the promotions from people’s personal conversations.

WhatsApp said Monday that users will start seeing ads in some parts of the app, as owner Meta Platforms moves to cultivate a new revenue stream by tapping the billions of people that use the messaging service.

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.