Snapchat, the popular video and picture sharing app, will now charge users for its replay feature. The move heralds a new direction for Snapchat, which became famous from the idea that users could send messages viewable only once before they were deleted for good.
According to a statement posted on the company's blog, users who want to view snaps more than once will be charged $0.99 for three replays.
"We've provided one replay per Snapchatter per day, sometimes frustrating the millions of Snapchatters who receive many daily snaps deserving of a replay. But then we realized—a replay is like a compliment! So why stop at just one?" the blog post said.
The new in-app purchases are currently only available in the U.S., where users will be able to buy extra replay packs, which start at $0.99 for three. Commenting on the price, Snapchat added: "They're a little pricey—but time is money!"
Snapchat also outlined a number of new creative features that would be available following the update.
"We're thrilled to announce a whole new way to express yourself on Snapchat. When you're using the camera to take a selfie, just press and hold on your face to activate Lenses. You can play with Lenses before taking a Snap—just select one from the row at the bottom and follow the on-screen instructions!"
In 2013, Snapchat turned down a $3 billion buyout offer from Facebook, while last month Gawker revealed that the company lost $128 million in 2014.
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