Snapchat removes Replay feature to focus on mobile advertising

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Imaging app Snapchat has shut down unlimited Replays, a feature it introduced in September 2015 and the company’s only paid products.

Snapchat introduced Replay

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Source: pad3.whstatic.com

Replays allowed users to view messages even after they had played and deleted for $0.99. However, the company’s latest app update has removed the option to pay for replays and instead allows users to replay a message once.

It seems Snapchat isn’t after its users’ cash. The company had previously rolled out in-app purchases, but didn’t follow through.

Instead, it has focused on expanding its advertising features and capabilities. Earlier this month, it rolled out listicle ad support. 

It also confirmed advertising revenue targets of $300-350m in 2016.