WhatsApp on Monday announced that it will soon introduce advertisements and other paid features in a major shift for the messaging app, which has mostly remained ad-free since its launch. The move marks WhatsApp’s most significant step toward monetisation since it was acquired by Meta in 2014.

Those who only use WhatsApp for personal messaging will see no changes to their experience, as all new features are confined to the Updates tab that can be deactivated in the settings.

Promoted Channels: WhatsApp will begin surfacing new Channels in the directory, giving admins a way to enhance their visibility and attract followers. Ads in Status: Businesses will be able to promote products or services via Status updates, with users given the option to start a conversation directly from the ad.