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.

The messaging service WhatsApp on Monday will begin to display ads for the first time as parent company Meta seeks to make business changes to the encrypted global platform.