The launch upends its founders’ original mission of creating an app with ‘No Ads! No Games! No Gimmicks!’ This week, WhatsApp did something its founders said it would never do: it’s putting advertisements inside the app. It ends WhatsApp’s decade-plus run of offering an ad-free messaging and calling experience.

WhatsApp has made a major change to who will be able to download the messaging app on their device. The platform will now be available on iPad. The change will bring all WhatsApp features to a larger screen,

WhatsApp is rolling out ads on parts of the platform, but assures users that personal messages, calls and statuses will remain end-to-end encrypted and private.