Autoplay video ads, coming to a private messaging inbox near you.

"I don't personally think ads are the right way to monetize messaging," Facebook (NASDAQ:FB)CEO Mark Zuckerberg famously said in the wake of the 2014 acquisition of WhatsApp. While Zuck was referring to WhatsApp, the statement did seemingly have implications for Facebook's homegrown messaging service, Messenger. In the years since, Facebook has changed its tune, starting to test out ads in Messenger in 2017.

After reversing course on its monetization strategy, the social network is now doubling down on Messenger ads

Autoplay ads, roll out!

Recode reports that Facebook is now starting to insert autoplay video ads into Messenger, which are being displayed to some users directly in their messages inbox. The risk with ads of any kind of a messaging service was that they hurt the user experience quite a bit, distracting users that are trying to communicate with friends and family with ads that can be intrusive. It's quite different from seeing ads in content feeds, where they can somewhat blend in with other visual content. People have greater privacy expectations when it comes to messaging services, and nothing shakes your sense of privacy like seeing an ad follow you around the internet -- and into a private inbox.