After years of providing free services without any bells attached, WhatsApp is now going to start showing ads on the popular chat app. To be clear, users will only see ads on the Status screen — the app’s take on Instagram’s Stories.

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.

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