WhatsApp users in the UAE will soon be able to access a new feature on the platform called “Channels,” a one-way broadcast service that allows users to receive messages from favorite celebrities, sports teams, thought leaders, content creators and organizations. Parent company Meta said in a blog post that it initially introduced Channels in June only in Colombia and Singapore, so that it could “build, learn and adapt the experience.” They are now starting to roll it out to more than 150 countries.

The one-way broadcasting service on WhatsApp lets admins send their followers photos, video, texts, stickers and polls. The feature offers a novel way for WhatsApp users to follow news, cultural figures, sports teams, celebrities and more.

Users can react to messages using emojis to send feedback to admin. There will also be an option to forward an “update” to people in your contacts. The forwards will include a link to the channel. Admins will have significant control of their channels, such as deciding who can follow them or whether the channel appears in the directory. They can also choose to block screenshots and forwards from their channel. WhatsApp Channel content will not be accessible indefinitely. Meta said channel history will be stored on servers for up to 30 days.