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.

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

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.”