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Brown and Spiegel then pulled in Bobby Murphy, who had experience coding.The three worked closely together for several months and launched Snapchat as "Picaboo" on the i OS operating system on July 8, 2011.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.

Snapchat has become notable for representing a new, mobile-first direction for social media, and places significant emphasis on users interacting with virtual stickers and augmented reality objects.

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.

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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.