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

WhatsApp said Monday that users will start seeing ads in 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.

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.