The ads will be shown to users only within WhatsApp’s “Updates” tab to separate them from people’s personal conversations.

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.

Meta announced that it is adding ads and subscriptions to its WhatsApp messaging app in a June 16 press release. The social media giant, primarily known as the parent company of Facebook, said that the changes will roll out over the next few months and that they are intended to help businesses and organizations grow.