"These are no doubt challenging times for us and we don?t underestimate the situation or ignore the challenges," the BlackBerry says in the ads, which will run in papers such as the Wall Street Journal and Washington Post starting tomorrow. "We are making the difficult changes necessary to strengthen BlackBerry."
BlackBerry has not managed to convince consumers that latest BlackBerry 10 smartphones can compete with Apple's iPhone and the Android smartphones.
But the company's future is still in question after it announced this summer that it is weighing its options, including an outright sale.
The company is reportedly in talks with Cisco Systems, Google and SAP about selling all or parts of itself. Last week, BlackBerry co-founders Mike Lazaridis and Douglas Fregin also said that they are considering a bid to buy the smartphone maker.
Android and iPhone customers pre-registered for the launch of its BlackBerry Messenger (BBM) service.
Blackberry will release its BlackBerry Messenger (BBM) service for both its Android and iPhone customers in the following days. The service launch was suspended last month after an unofficial older version of BBM downloaded by a number of Android users caused issues.