The messaging app notorious for its disappearing images and videos has seemingly gone against its core application by introducing a function that allows users to save, store and search past messages on the platform.
Snapchat released the update this week, which introduces the Memories feature. The update will be rolled out selectively over the next month.
The new feature seems counter-intuitive, but Dave Duarte, founder of digital consultancy Treeshake, explains it is actually a great move by the social media company, as it is based on observed user behaviour and a natural progression of the platform.
"Snapchat noticed people were taking screen shots of snaps and stories and physically passing their phones to others. Memories integrates what users were doing already, but does not take up storage on their phones," says Duarte.
"Snapchat is starting to build itself as the most authentic social media platform."
Duarte says the company is one of the only social platforms that allows users to catch the emotion of moments effectively through filters, stickers and text.
"Users want to store those whimsical moments and share them with others."
He says the app does maintain its uniqueness by creating a gallery that is not available to others unless the user chooses to physically pass over their phone.
"It is not carefully curated and maintained like albums on Facebook or Twitter."
Retrieving the past
To access Memories, users need to swipe up from the bottom of the screen in the app and all the saved content will be there in a searchable archive.
Past snaps can be reused. Snapchat says they will appear with a frame around it so that other users know it is from the past.
The company is sensitive to the fact that some images sent on the platform are private and users may not want to show anyone else. So Memories has a 'My eyes only' section, where these images are protected by a password.
Memories is also backed up by Snapchat, which means users do not have to backup any photos or videos to their phone's gallery.
Users can choose to auto-save all their snaps to Memories or save on a snap-by-snap basis.
User-focused
Duarte says Memories could be a great opportunity for an additional revenue stream as the eyeball count on the saved snaps will be enormous.
However, he does not think the company did the update with only money in mind.
"Snapchat has been user-oriented from the beginning, not investor-focused. They have always paid close attention to how people use the app and what would make it better for them," says Duarte.
Snapchat CEO Evan Spiegel said in May last year the company plans to have an initial public offering, but did not specify when this would happen.
When the listing does happen, Snapchat will need revenue streams in place to prove to investors the value of the firm.
In May, it raised $1.81 billion in a funding round.
Venture capital database PitchBook estimated Snapchat's valuation after the financing at $17.81 billion, up from $16 billion at its most recent financing in February.
Twitter went public on the New York Stock Exchange on 7 November 2013 at a price of $26 a share, giving it a market cap of around $14.2 billion at the time. Facebook listed on the Nasdaq at $38 per share, valuing it at $104 billion when it went public on 18 May 2012.
Snapchat has faced concerns from big investors familiar with the company that its estimated valuation is not justified because of an uneven revenue stream. Its advertising business, which began last October, is the company's only significant revenue source.
But, with a strong user base of 13- to 24-year-olds, the app provides an attractive platform to reach millennials and hook young consumers on brands. The company has more than 100 million active users, about 60% of whom are in that age bracket.
Last year, it was reported six billion videos are seen each day on Snapchat, all viewed on a smartphone.
In 2013, Snapchat turned down a $3 billion acquisition offer from Facebook.
Share