On Friday, Snapchat announced that users in the US would be seeing an advertisement in the 'Recent Updates' section of the social networking and messaging app this weekend.

Buzzfeed News reports that the ad is for upcoming horror film Ouija.

While the ad will automatically appear in the updates section, users 'opt-in' to actually watching the sponsored content, and it will disappear after it is watched. If they do not choose to watch the video, it will be removed within 24 hours.

In a blog post, the company explained why they have started including advertisements: "The answer is probably unsurprising – we need to make money. Advertising allows us to support our service while delivering neat content to Snapchatters. We promise that we’ll use the money we make to continue to surprise the Snapchat community with more terrific products."

The company also says, "we won’t put advertisements in your personal communication – things like Snaps or Chats. That would be totally rude. 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."

Snapchat's business has been reportedly valued at around $10 billion.