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On May 1, 2014, the ability to communicate via video chat was added.Direct messaging features were also included in the update, allowing users to send ephemeral text messages to friends and family while saving any needed information by clicking on it.

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A feature known as "Geofilters" was added in July 2014, which allows special graphical overlays to be available if the user is within a certain geographical location, such as a city, event, or destination.

Snapchat users can design and submit their own "Geofilters" to be used on the app.

In April 2017, Snapchat extended this feature into "World Lenses", which use augmented reality technology to integrate 3D rendered elements (such as objects and animated characters) into scenes; these elements are placed and anchored in 3D space.

The private message photo snaps can be viewed for a user-specified length of time (1 to 10 seconds as determined by the sender) before they become inaccessible.

In their first blog post, dated May 9, 2012, CEO Evan Spiegel described the company's mission: "Snapchat isn’t about capturing the traditional Kodak moment.

It’s about communicating with the full range of human emotion — not just what appears to be pretty or perfect." He presented Snapchat as the solution to stresses caused by the longevity of personal information on social media, evidenced by "emergency detagging of Facebook photos before job interviews and photoshopping blemishes out of candid shots before they hit the internet".

In July 2016, Snapchat introduced a new, optional feature known as "Memories".

Memories allows snaps and story posts to be saved into a private storage area, where they can be viewed alongside other photos stored on the device, as well as edited and published as snaps, story posts, or messages.

As of February 2018, Snapchat has 187 million daily active users.

According to documents and deposition statements, Reggie Brown brought the idea for a disappearing pictures application to Evan Spiegel because Spiegel had prior business experience.

On May 8, 2012, Reggie Brown sent an email to Evan Spiegel during their senior year at Stanford in which he offered to re-negotiate his equitable share regarding ownership of the company.