Meta is introducing WhatsApp ads on a rolling basis. Privacy experts raise the alarm, despite WhatsApp's assurance that end-to-end encryption remains.

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.