I wonder whether Ads are an appropriate way to monetize messaging apps. It's such a fundamentally different context from just mindlessly browsing the news feed

I wonder whether Ads are an appropriate way to monetize messaging apps. It's such a fundamentally different context from just mindlessly browsing the news feed on Facebook or Instagram. I'm sure FB has done their testing but, ads in an utility app that you want as little in your way as possible like Messenger or WhatsApp still strike me as something odd.