Snapchat has started displaying ads

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Advertisements have finally come to Snapchat.

The disappearing-message service has begun inserting ads into users’ “Recent Updates” feeds for the first time this past weekend.

The ads will, however, play if you click on them from your feed- they won’t be inserted into your personal communications, a move Snapchat said would be “totally rude.” The ads would disappear after being viewed or after 24 hours.

The Los Angeles-based company said in a blog post that the aim is to see if it can deliver an experience that’s fun and informative, the way ads used to be, before they got creepy and targeted.

The company doesn’t provide figures for its total user base, but the service is wildly popular. As of May, users were viewing over 1 billion stories and sharing more than 700 million snaps per day.

Snapchat recently engaged in funding talks valuing it at roughly $10 billion, and with that sky-high valuation comes the pressure to generate revenue.

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