Snapchat will soon start “experimenting” with placing sponsored messages next to chat threads from friends, according to CEO Evan Spiegel.

These “Sponsored Snaps” from brands will appear as unread messages in Snapchat’s main Chat tab, implying that they’ll sit above messages from a person’s contacts until they’re acted on. This is the first time Snap will show ads in the most used part of its app.

In an employee memo also posted on the company’s website, Spiegel says that…