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WASHINGTON – Facebook-owned WhatsApp said it would introduce disappearing messages on WhatsApp, a move that increases its challenge to compete with Snapchat.
The messaging service used by more than two billion people around the world said it would allow people to choose whether to keep their messages or delete them after seven days.
“Today WhatsApp messages often live on our phones forever. While it is good to preserve the memories of friends and family, most of what we send does not have to be eternal,” read a blog post. by WhatsApp.
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“Our goal is to make conversations on WhatsApp feel as close to in-person conversations as possible, which means they shouldn’t have to stick around forever. That’s why we’re excited to introduce the option of using disappearing messages on WhatsApp.”
Facebook previously introduced a similar option for its Messenger platform, following in the footsteps of Snapchat, which has amassed a large following among young smartphone users.
WhatsApp chose a seven-day window “because we believe it offers peace of mind that conversations are not permanent, and at the same time remain practical so that you don’t forget what you were chatting about,” the blog post read.
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“The shopping list or store address you received a few days ago will be there for as long as you need it and then disappear when you don’t.”
The move comes as Facebook’s main social network loses ground to younger audiences to rivals like Snapchat and TikTok, even as Facebook-owned Instagram continues to grow in that demographic.
A Piper Jaffay poll of American teens last month showed that Snapchat is their favorite social media platform, with TikTok surpassing Instagram in second place.
