Facebook today announced that sponsored messages are being rolled out to more businesses.

The Messenger ads were initially made available to a small number of businesses but will become available to all businesses in the coming months, the company said in a blog post.

In fact, they look like all other conversations on Facebook Messenger.

As previously defined rules for advertising and marketing on Facebook Messenger state, promotional messages like the kind being rolled out now may only be sent once in a 24-hour period, and they can only be sent to a person who previously chatted with that business’ Facebook Messenger bot or account.

During the company’s third quarter earnings report on Wednesday, Facebook CEO Mark Zuckerberg told investors that more than 20 million businesses use Facebook monthly to communicate with customers.

Advertising and business services through Facebook’s messaging apps have grown steadily in the second half of 2017 following questions about monetization this summer.

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