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An Instagram photo is shared with Facebook on an iPhone.

Karly Domb Sadof/AP

Popular photo-sharing network Instagram will soon begin serving up ads.

After growing its user base to more than 150 million people, and selling to Facebook Inc. for $1-billion last year, the social network is now charged with becoming "a sustainable business," according to a post on its blog on Thursday.

Advertising will appear in the "feed" – the stream of photos that users see when they log in – beginning in the U.S. in the next couple of months. Many advertisers have already built accounts on Instagram the way they have pages on Facebook or Twitter ; but paid advertising means they will be able to show their posts even to Instagram users who do not follow them.

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At the start, the service will allow users to hide posts from advertisers they dislike. It also compared the "enjoyable and creative" ads it is planning to the "high-quality ads" in magazines.

"We'll start slow," the post said.

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