WhatsApp fans look set to see a controversial change coming to the Android and iOS chat app.
WhatsApp is the world’s most popular chat app, with over 1.5billion users each month.
The messaging app is owned by Facebook, and was purchased back in 2014 for $1.5 billion.
Unlike the social network’s other apps, Facebook and Instagram, WhatsApp has so far remained an ad-free programme.
However, that all looks set to change.
Earlier this week, speculation surrounding the chat app grew after WhatsApp founder Jan Koum left Facebook.
Rumours have been rife about the role adverts will play in the future of WhatsApp since his departure.
And now Facebook’s vice president of messaging products, David Marcus, has said WhatsApp will be more open to advertisers.
Speaking to CNBC, he said: “As far as advertising is concerned, we’re definitely getting WhatsApp more open.
“We’re now going to have the ability to enable larger companies, not only small businesses, to integrate a new API [application programming interface] to send and receive messages with people on the WhatsApp platform.
While analysts have also predicted that WhatsApp is more likely to show adverts in the wake of Koum’s departure.
Barclays analysts said: “We normally wouldn’t publish a note on an executive departure, but we think Jan Koum’s departure as potentially significant implications.
“We’ve been told by many of our checks over the last few years that once Jan leaves, that’s when the ads show up.”
The Washington Post reported that alleged differences between Koum and Facebook over user privacy and weakening WhatsApp’s encryption led to his departure.