WhatsApp is rolling out new ad features including a subscription model that will allow channels to offer exclusive content for a monthly fee.

WhatsApp is set to launch several new features, providing businesses with increased opportunities for revenue generation on the Meta-owned platform. Over the coming months, Meta will look to monetise the capabilities of WhatsApp’s “Updates” tab.

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.