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Snapchat is shifting its core messaging philosophy with the launch of “Infinite Retention,” a feature that allows users to permanently save conversations.
Until now, messages were automatically deleted either 24 hours after being viewed by everyone in a chat or 31 days after being sent. With Infinite Retention, users can choose which conversations to preserve, and all participants are notified whenever the setting is activated.
The update also brings “Group Streaks,” enabling multiple friends to contribute to a shared streak. Previously, streaks were limited to one-on-one interactions, requiring daily exchanges between two people.
Group Streaks continue as long as most members participate, and if a streak is broken, it can be restored within a week. “We’ve often heard from our community that Snapchatters want to save their chats forever and wish they could build streaks with their favourite groups,” the company said in a statement.
Infinite Retention can be toggled on or off for each chat, and both parties receive notifications when the feature is enabled or disabled. This ensures users maintain control over which conversations remain permanent while keeping other interactions ephemeral.
Snapchat originally built its reputation on disappearing messages, but this update aligns the platform more closely with traditional messaging apps like WhatsApp and iMessage.
The change comes when competition from TikTok, Instagram Threads, and Discord is increasing, as Snap aims to boost engagement and time spent in chats, a key metric for advertisers.
Via Infinite Retention, Snapchat is now joining a trend in social apps, offering users flexibility in how they communicate, blending permanent and ephemeral messaging. Signal and Telegram have long provided disappearing messages with optional permanence, and Snapchat’s latest features bring it firmly into this hybrid messaging space.
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