Meta is introducing ads to WhatsApp for the first time since acquiring the app for $19 billion in 2014, according to CNBC. The company announced Monday that businesses can now run status ads in WhatsApp’s Updates tab,

WhatsApp will roll out ads on status in the next few months globally. Businesses will soon have an option to select WhatsApp status for ads as they would for other Meta campaigns on Facebook or Instagram.

For the first time since launching in 2009, WhatsApp will now show users advertisements. The ads are “rolling out gradually,” the company said.

The cofounders of WhatsApp resisted ads in the app for years, including after the company was acquired by Meta for $22 billion in 2014. Brian Acton and Jan Koum left the company in 2017 and 2018, respectively, and on Monday Meta introduced ads in the “Status” feature as well as sponsored Channels in the the “Updates” tab of WhatsApp.