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Brown and Spiegel then pulled in Bobby Murphy, who had experience coding.The three worked closely together for several months and launched Snapchat as "Picaboo" on the i OS operating system on July 8, 2011.In April 2017, Snapchat extended this feature into "World Lenses", which use augmented reality technology to integrate 3D rendered elements (such as objects and animated characters) into scenes; these elements are placed and anchored in 3D space.The private message photo snaps can be viewed for a user-specified length of time (1 to 10 seconds as determined by the sender) before they become inaccessible.As of February 2018, Snapchat has 187 million daily active users.According to documents and deposition statements, Reggie Brown brought the idea for a disappearing pictures application to Evan Spiegel because Spiegel had prior business experience.

Snapchat is primarily used for creating multimedia messages referred to as "snaps"; snaps can consist of a photo or a short video, and can be edited to include filters and effects, text captions, and drawings.

Friends can be added via usernames and phone contacts, using customizable "Snapcodes", or through the "Add Nearby" function, which scans for users near their location who are also in the Add Nearby menu.

Spiegel explained that Snapchat is intended to counteract the trend of users being compelled to manage an idealized online identity of themselves, which he says has "taken all of the fun out of communicating".

In June 2013, Snapchat version 5.0, dubbed "Banquo", was released for i OS.

The updated version introduced several speed and design enhancements, including swipe navigation, double-tap to reply, an improved friend finder, and in-app profiles.

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