The photo sharing service, Snapchat, has taken the plunge into advertising, and provided some refreshing candor along the way. Beginning this past weekend, Snapchat users in the United States saw an advertisement in their “Recent Updates” section of the app.

“Understandably, a lot of folks want to know why we’re introducing advertisements to our service,” the company wrote in a blog post. “The answer is probably unsurprising – we need to make money.”

Along with providing this straightforward answer, Snapchat also attempted to differentiate itself from Facebook and Google in its announcement by swearing off any targeted advertising.

“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 company said.

Snapchat promised to never put advertisements in personal communication, such as Snaps or Chats, because “that would be totally rude.” The company imagines a simple ad mechanism: an advertisement occasionally will appear in Recent Updates, and users can choose if they want to watch it.

“No biggie. It goes away after you view it or within 24 hours, just like Stories.”

The first ad to debut on the app this weekend was a 20-second trailer for the horror film Ouija, paid for by Universal Pictures. While neither Universal nor Snapchat disclosed the price of the ad buy, Universal Pictures executive VP of digital marketing, Doug Neil, told Ad Age that he thought Snapchat’s user demographics were well matched for the target demographics of the film.

“We like to select media platforms that are appropriate for our audience,” said Neil. “We’ve been closely following Snapchat and its adoption. It seems to be right in the core of our target audience for the movie ‘Ouija.'”