Attention Snapchat users: we have some bad news. According to a blog post published on the company’s website, the social media photo sending service will start implementing paid advertisements for the first time ever this weekend.

The blog post endeavors to make the arrival of ads sound like no big deal: they will be placed only in the “Recent Updates” section, instead of being plastered on every page of the Snapchat app. Users will also be allowed to choose whether or not they want to watch the commercials. If they do watch the ad, it will disappear immediately. If they opt not to, it will disappear after 24 hours. In other words, Snapchat wants to sell these new ads as being just as ephemeral as the messages and photos that users can send to one another with the application.

“We want to see if we can deliver an experience that’s fun and informative, the way ads used to be, before they got creepy and targeted,” the blog post said.

It would be tough not to see that statement as a dig at Facebook, a company that has come under fire time and time again for tracking users and selling their information to advertisers. The goal of these “targeted” advertising campaigns to to provide users with ads for stuff that actually interests them, but they usually just end up being invasive.

Even though Snapchat is trying to position its own paid ad platform as cool and unobtrusive, the announcement is a notable and troubling one for fans of Snapchat. In the past, the Snapchat app has always been free to download and use, as well as completely free of ads. The arrival of ads, therefore, will be jarring for longtime users, and will likely serve as a turnoff for some. Advertising is simply not cool, and the predominantly young users of Snapchat will be very conscious of that fact.

It is not yet clear if Snapchat has plans to roll out a paid version of the app where users can continue to enjoy an ad-free experience. As of today, the only Snapchat app in the Apple app store is still the free version.