The launch upends its founders’ original mission of creating an app with ‘No Ads! No Games! No Gimmicks!’ This week, WhatsApp did something its founders said it would never do: it’s putting advertisements inside the app. It ends WhatsApp’s decade-plus run of offering an ad-free messaging and calling experience.

The ads will be shown to users only within WhatsApp’s “Updates” tab to separate them from people’s personal conversations.

WhatsApp has announced that, thanks to having a huge and captive audience, it's getting ready to make the experience just a little bit worse for everyone. So prepare thyself for three new ad features which are being rolled out globally across the popular messaging app (thanks,