Ads are officially coming to Snapchat, in a form the company says is not “targeted,” but Snapchat’s own terms of service suggest it could do something very much like that.

The first ad will appear this weekend in the U.S., in the “recent updates” section of the app. That means it won’t be pushed to users like a personal message, and users can choose whether to open it or not. It will disappear after it is viewed or within 24 hours, the same way the “Stories” feature works, the company said Friday in a blog post.

The company did not say who the first advertiser would be, and a spokeswoman declined to comment further.

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