Meta, the parent company of WhatsApp, is rolling out a new feature that will allow businesses to advertise to the app’s 3 billion monthly users. According to the company, 200 million of those users are business accounts actively using the platform.

WhatsApp, which Meta acquired in 2014 for $19 billion, had long avoided advertising to preserve its original mission of providing a private, ad-free messaging space for friends and family.

However, Meta now says the time is right to introduce ads, pointing to increased demand and the growing number of available placements within the app. The company also noted that users are increasingly turning to WhatsApp for more than just messaging — they’re using it to discover products and services.

WhatsApp has become an essential global communication tool, especially for users trying to reach businesses overseas. In many parts of the world, traditional phone services are either too expensive or simply unavailable, making WhatsApp a vital alternative.