WhatsApp is getting ads for the first time. The move comes even as companies that rely on spending report advertisers are pulling back because of tariffs.

WhatsApp said ads will be targeted to users based on information like the user’s age, the country or city where they’re located, the language they’re using, the channels they’re following in the app, and how they’re interacting with the ads they see.

Meta is finally bringing ads on WhatsApp, eleven years after the social media giant acquired the platform, whose founders avoided advertising.