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.

After years of providing free services without any bells attached, WhatsApp is now going to start showing ads on the popular chat app. To be clear, users will only see ads on the Status screen — the app’s take on Instagram’s Stories.