Snapchat Expands 'Replay' Feature, for a Fee

Snapchat is expanding its Replay feature for those disappearing messages, giving users an option to get another look at three "snaps" for a fee of $0.99 (roughly Rs. 65). The Snapchat update also introduced the new Lenses feature.

The feature is the first by the popular social network to get revenue from its user base in addition to advertising messages introduced last year.

Snapchat has been offering users one free Replay "and we've used it to relive those amazing moments... just one more time before they disappear," according to a blog post Tuesday from the California startup.

"But then we realised - a Replay is like a compliment! So why stop at just one? Today, US Snapchatters can purchase extra Replays, starting at 3 for $0.99... They're a little pricey - but time is money!"

Users can get a second look at any message, but can do this only once per snap.

Apart from the expanded Replay functionality, the Snapchat update brings the new Lenses feature, essentially animated filters, but to be used before the selfie is taken. To activate Lenses, users need to hold the image of their face.

The animated filter technology was acquired when Snapchat bought Looksery, a buyout the messaging firm confirmed to TechCrunch on Tuesday.

Snapchat in May said it raised $537 million (roughly Rs. 3,567 crores) in a new round of equity funding.

The vanishing-message service did not disclose who bought stakes in the Los Angeles-based company, which came at a price estimated to give Snapchat a value of more than $15 billion (roughly Rs. 99,642 crores), according to media reports.

Snapchat has become a popular way for people to share videos or photos, and has nearly 100 million people using it each day, according to the company.

Written with inputs from AFP