In a face-saving move, Snapchat has sent out an update reassuring users that each of their snaps is automatically deleted once the recipient views it. The San Francisco-based startup also said it has never stored “snaps or chats” on its servers, refuting claims that Snapchat is keeping content on servers to potentially sell to marketers at a later date.
Snapchat claims it needs a broad agreement with the user in order to provide all of its services. Live Stories, for instance, may be reproduced in other forms of media, but Snapchat claims that doesn’t extend to private snaps and chats.
The update also referenced in-app purchases, following the rollout of $0.99 replays.
It might be hard for Snapchat to break out of its privacy-focused barricade, which was partly built by the startup itself before it acquired larger ambitions. Now, though, with a valuation of $15 billion, it needs to find a balance between making users feel secure, and making money on the app.