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.

Messaging app WhatsApp has introduced adverts for the first time, a departure from the anti-ad ethos it had when first set up. The famous bright green app had been unusual in major tech apps in not allowing adverts on the platform.

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.