WhatsApp announced Monday it will introduce its boldest advertising features yet, marking a significant shift for the messaging platform that has largely remained ad-free since its launch.

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.

WhatsApp, owned by Meta Platforms, will introduce ads in the app's Updates tab, used by 1.5 billion people daily. The ads aim to create a new revenue stream without altering the personal messaging experience.