WhatsApp has a long history of keeping advertising away from its users, and the co-founders of the messaging app once wrote a blog post that called ads disruptive and even insulting.
Facebook, which bought WhatsApp for $19 billion in 2014, has a long history of placing ads on its most popular products and services, including the main News Feed, Instagram and, more recently, Messenger.
The first has helped WhatsApp reach 1.3 billion monthly users, while the second is expected to help Facebook get to $39 billion in revenue this year.
Yet those competing strategies suggest an inevitable collision between WhatsApp's product vision and Mark Zuckerberg's revenue ambition.
WhatsApp getting ready for business
WhatsApp took the first steps toward becoming more business-friendly this week when it began testing a new feature that would let users communicate with businesses that have been "verified" as legitimate by WhatsApp.