WhatsApp has announced that it’s adding ads to the popular messaging app, though the initial implementation promises to be relatively restrained. In a recent Meta blog post, the company revealed that it was adding adverts to the app’s Updates tab.

WhatsApp said ads will be targeted to users based on information like the user’s age, the country or city where they’re located, the language they’re using, the channels they’re following in the app, and how they’re interacting with the ads they see.

More than a decade after it acquired WhatsApp, Meta will begin showing ads within the app.