WhatsApp said Monday that users will start seeing ads in some parts of the app, as owner Meta Platforms moves to cultivate a new revenue stream by tapping the billions of people that use the messaging service.

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

WhatsApp will instead use the country, city and language of the user, as well as how they interact with other ads and which channels they follow, to drive suggested content. But people who have chosen to link their WhatsApp account to Facebook or Instagram will see more personalised ads.