WhatsApp will do what it once said would never happen: let businesses use the messaging app to serve ads to users.

In a move that was inevitable once it was acquired by Facebook for $22 billion in 2014, WhatsApp has put its users on notice that it will soon begin sharing their phone numbers, and selected other data, with its parent company.

This information will then be used to offer customers “more relevant” Facebook ads, new “ways for people to communicate with businesses” via the app, and new friend suggestions, the blurb reads.