Ads will appear in the Updates tab, however chats and private messages will remain end-to-end encrypted and free from ads.

They will appear in only one part of the Meta-owned messaging service, it said. The move is potentially lucrative, while raising questions about user privacy.

While the app has long promised a privacy-first experience free from traditional ads, recent updates suggest that's changing, and changing fast.In a blog post published Monday, WhatsApp announced an expansion of its "Channels" discovery and business tools,