Snapchat gains two new functionalities: indefinite message retention and infinite group streaks.
Snapchat, the popular social media platform, has unveiled two new features aimed at enhancing user experience and engagement. On September 13, 2025, the company introduced Infinite Retention and Group Streaks, both of which are optional and private.
With Infinite Retention, users can now preserve individual conversations indefinitely on a conversation-by-conversation basis. This feature necessitates modified backup systems, enhanced security protocols, and updated data management procedures to ensure the clear and transparent notifications are accurate and reliable.
Group Streaks, on the other hand, expand Snapchat's streak functionality to encompass group dynamics. These streaks will continue as long as most of the members participate, making it easy to keep them going. Group Streaks align with social commerce trends and group-based marketing strategies, providing businesses with a new avenue for engagement.
The timing of these announcements coincides with broader industry trends toward enhanced user customization. Snapchat has also been expanding its ad reach with new placements in chat and map, as well as sponsorships for Snap Snaps.
In addition to these new features, Snapchat has been focusing on AI-powered lenses, custom ringtones, and lyric stickers to provide a more personalized user experience. The company has also expanded its creator payment program with new monetization terms and premium features like customizable themes and message retention.
However, Snapchat's advertising revenue faces challenges from macroeconomic conditions, with the platform hitting 900 million monthly users but ad revenue facing headwinds. Despite these challenges, Snapchat continues to innovate and adapt to meet the needs of its users.
In a significant partnership, DoubleVerify, a social attention measurement company, debuted its services with Snapchat. This partnership aims to provide advertisers with a better understanding of how their ads are performing on the platform.
These new features are part of Snapchat's ongoing efforts to remain competitive in the ever-evolving social media landscape. As the platform continues to grow and adapt, users can expect even more exciting developments in the future, including potential integrations with other Snapchat features such as Memories, Bitmoji, and augmented reality elements.
Read also:
- Mural at blast site in CDMX commemorates Alicia Matías, sacrificing life for granddaughter's safety
- Comcast Introduces Sports-Oriented Video Bundle in Preparation for the World Cup Tournament
- Is Maruti's reign over the SUV market being challenged by Mahindra's aggressive move to snatch the top spot?
- Social Security Administration Abandons Plan for Electronic Payments: Important Information for Recipients of Benefits
