Everyone’s favorite way to sext is getting ads. Evan Spiegel, the owner of Snapchat, has explained that untargeted ads are coming to the app “soon.” The Wall Street Journal reports that the ads “will appear within the Snapchat Stories feature,” slotting in among photos and videos shared by users. The advertisements—which will be the first source of revenue for three-year-old company—won’t be targeted to individual users.

Snapchat, the popular mobile app for disappearing messages, is close to launching its first disappearing ads as the company sets out to prove its $10 billion valuation. Evan Spiegel, the startup’s 24-year-old co-founder and chief executive, said Wednesday at a conference that the company will “soon” debut its first ads. The messages will appear within the Snapchat Stories feature, in between the photos and videos shared by users, and will not be targeted to individual users based on their tastes, he said. “We’re cutting through a lot of the new technology stuff around ads to sort of the core of it, which I think has always been telling a story that leaves people with a new feeling,” Spiegel said. “They’re not fancy. You just look at it if you want to look at it, and you don’t if you don’t.”