The messaging service WhatsApp on Monday will begin to display ads for the first time as parent company Meta seeks to make business changes to the encrypted global platform.

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.

WhatsApp said Monday that users will start seeing ads in 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.