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

WhatsApp said ads will be targeted to users based on information like the user’s age, the country or city where they’re located, the language they’re using, the channels they’re following in the app, and how they’re interacting with the ads they see.

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.