After years of providing free services without any bells attached, WhatsApp is now going to start showing ads on the popular chat app. To be clear, users will only see ads on the Status screen — the app’s take on Instagram’s Stories.

WhatsApp is testing ads in Status and paid channel subscriptions, all inside the Updates tab. Private messages remain encrypted and ad-free.

Meta rolls out WhatsApp ads and Channel subscriptions as part of a strategy to make money from the app.