Meta Platforms said it’s introducing paid advertising to WhatsApp, in a move that could expand its revenue streams.

Elsewhere, Google has recently been ramping up its campaign against ad blockers, blocking some users from watching YouTube videos and preventing playback. In the most recent update, the company is reportedly slowing down videos for users with ad blockers installed on their devices.

WhatsApp is testing ads in Status and paid channel subscriptions, all inside the Updates tab. Private messages remain encrypted and ad-free.

The cofounders of WhatsApp resisted ads in the app for years, including after the company was acquired by Meta for $22 billion in 2014. Brian Acton and Jan Koum left the company in 2017 and 2018, respectively,