Snapkidz allowed children to take snaps and draw on them, but they could not send snaps to other users and could only save snaps locally on the device being used. was renamed Snap Inc., along with the introduction of the company's first hardware gadget, Spectacles, a pair of smartglasses with a built-in camera that can record 10 seconds of video at a time.
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.
When shared to a user's current story, the memory would have a white frame and timestamp to indicate its age.
Snapchat has become notable for representing a new, mobile-first direction for social media, and places significant emphasis on users interacting with virtual stickers and augmented reality objects.In their first blog post, dated May 9, 2012, CEO Evan Spiegel described the company's mission: "Snapchat isn’t about capturing the traditional Kodak moment.It’s about communicating with the full range of human emotion — not just what appears to be pretty or perfect." He presented Snapchat as the solution to stresses caused by the longevity of personal information on social media, evidenced by "emergency detagging of Facebook photos before job interviews and photoshopping blemishes out of candid shots before they hit the internet".The attorneys also accused Brown of committing fraud against Spiegel and Murphy by falsely claiming to be a product inventor.On behalf of their clients, the law firm concluded that Reggie Brown had made no contributions of value or worth, and was therefore entitled to a share of nothing.