They will appear in only one part of the Meta-owned messaging service, it said. The move is potentially lucrative, while raising questions about user privacy.

Messaging app WhatsApp has introduced adverts for the first time, a departure from the anti-ad ethos it had when first set up. The famous bright green app had been unusual in major tech apps in not allowing adverts on the platform.

Meta is introducing WhatsApp ads on a rolling basis. Privacy experts raise the alarm, despite WhatsApp's assurance that end-to-end encryption remains.