Ads Are Coming to Snapchat for the First Time

Snapchat users will see ads on the messaging app starting this weekend, the social media company announced Friday.

“Understandably, a lot of folks want to know why we’re introducing advertisements to our service. The answer is probably unsurprising—we need to make money,” the company said in a blog post. “Advertising allows us to support our service while delivering neat content to Snapchatters.”

The company promised the ads wouldn’t display in people’s messages. “That would be totally rude,” Snapchat said. Instead, users will be able to choose whether to view the ads.

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Write to Justin Worland at justin.worland@time.com.