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.

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.

Meta has announced the introduction of advertisements to WhatsApp, ending its long-standing ad-free experience.