Advertising is coming to Snapchat.
After months of reports, the company announced that ads will begin appearing in "Recent Updates." The post didn't outline which brands will be running ads.
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"An advertisement will appear in your Recent Updates from time to time, and you can choose if you want to watch it. No biggie. It goes away after you view it or within 24 hours, just like Stories," the company wrote in a blog post.
The ads won't appear in users' snaps or chats. "That would be totally rude," the post continues. "We want to see if we can deliver an experience that’s fun and informative, the way ads used to be, before they got creepy and targeted. It’s nice when all of the brilliant creative minds out there get our attention with terrific content."
Snapchat, which has previously been called out for miscommunications, was refreshingly straightforward about its reasoning for the move: "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."