After years of providing free services without any bells attached, WhatsApp is now going to start showing ads on the popular chat app. To be clear, users will only see ads on the Status screen — the app’s take on Instagram’s Stories.

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

The move is in direct violation of the “no ads, no games, no gimmicks” pledge made by Meta following its $19bn (£14bn) acquisition of WhatsApp in 2014. Jan Koum, WhatsApp’s co-founder and chief executive at the time, had the mantra written on a note taped to his desk.

The major changes are focused on WhatsApp Channels and Status. For the first time, Channel owners will have the option to charge a monthly subscription fee, giving followers access to exclusive updates. Additionally, a new Promoted Channels feature will allow people to pay to increase their channel’s visibility.

Will Cathcart, head of Meta's subsidiary, announced the launch of WhatsApp channels with subscriptions and advertising. He says the rollout of artificial intelligence does not compromise the privacy of encrypted messaging.