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Snapchat is an American multimedia social media and instant messaging app and service developed by Snap Inc., originally Snapchat Inc. One of the principal features of the app are that pictures and messages, known as "Snaps", are typically only accessible for a brief period of time before their recipients can no longer access them. The app has evolved from originally focusing on person-to-person photo sharing to now showcasing users' "Stories" of 24 hours of chronological content, along with "Discover", letting brands show ad-supported short-form content. It also allows users to store photos in a password-protected area called "My Eyes Only". It has also reportedly incorporated limited use of end-to-end encryption, with intention to expand its use in the future.