Snap

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A technology company whose principal platform is the Snapchat multimedia messaging service.

Last updated November 3, 2026

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Overview

Snap Inc. is a United States technology company headquartered in Santa Monica, California. It is best known for Snapchat, a mobile communication and media platform built around visual messaging, camera-based communication, Stories, short-form video, creator content, advertising, and augmented-reality experiences. The company also develops Bitmoji, a personalized avatar and digital-sticker service, and Spectacles, camera-enabled wearable products designed to connect physical-world capture with Snapchat. The business began in September 2011 when Evan Spiegel, Bobby Murphy, and Reggie Brown relaunched an earlier photo-sharing application called Picaboo as Snapchat. Its central product idea was temporary visual communication: users could send photographs or videos that were designed to disappear after viewing. Snapchat’s camera-first interface, private messaging, creative lenses, and appeal to younger users helped it establish a distinctive position in a market increasingly dominated by large social-media networks. Snap expanded through acquisitions and partnerships as it built capabilities in video communication, computer vision, augmented reality, search, location sharing, avatars, and advertising technology. AddLive supplied technology used in video chat; Looksery contributed facial-recognition and visual-effects capabilities that became important to Snapchat Lenses; Bitstrips became the basis for Bitmoji; and Zenly’s location-sharing concepts were incorporated into Snapchat. The company also acquired or absorbed technology from Vergence Labs, Scan, Obvious Engineering, Vurb, Flite, and Cimagine Media. Partnerships with media companies, including Turner Broadcasting System and NBCUniversal, supported original programming and publisher content on Snapchat. Originally named Snapchat Inc., the company adopted the name Snap Inc. in September 2016 to signal that its scope extended beyond the messaging application. At the same time, it introduced Spectacles, its first prominent hardware line. Snap later experimented with additional camera hardware, including a small drone called Pixy, although development of future Pixy products was discontinued in 2022. Snap completed its initial public offering on the New York Stock Exchange in March 2017 under the symbol SNAP. The offering used a capital structure that gave the founders substantial voting control. Snap has continued to rely primarily on advertising and commercially sponsored augmented-reality experiences, while also developing subscription, creator, messaging, and hardware-related initiatives. Its competitive environment includes Meta’s Instagram and Facebook services, TikTok, YouTube, and other communication and entertainment platforms. The company has faced recurring challenges involving user growth, advertising demand, product execution, privacy, and operating costs. A major 2018 redesign generated substantial user criticism and coincided with slower growth, while later workforce reductions reflected efforts to control expenses and refocus investment. Snap announced a reduction of approximately 20 percent of its workforce in 2022 and a further reduction of approximately 10 percent, or about 500 employees, in February 2024. Despite these pressures, Snap remains an active international consumer-technology company centered on Snapchat, camera software, augmented reality, and visual communication.

History

Snap Inc. originated in September 2011 when Stanford students Evan Spiegel, Bobby Murphy, and Reggie Brown relaunched the temporary-photo application Picaboo as Snapchat. The service differentiated itself from conventional social networks by making camera-based, ephemeral communication central to the product. The founders initially operated under the Snapchat name, while the company developed the technical and commercial infrastructure needed to support messaging, video, advertising, and creative tools. The company’s early expansion was accompanied by both investment interest and controversy. Snapchat raised venture funding and rejected reported acquisition approaches from major technology companies. In December 2013, a security breach exposed millions of usernames and telephone numbers. In 2014, the Federal Trade Commission alleged that Snapchat had misled users about the disappearance of messages and about the collection and transmission of address-book and location information. The settlement required a long-term privacy program and monitoring, without imposing a monetary fine. Snap pursued acquisitions to broaden its capabilities. AddLive was acquired in 2014 for video-chat technology. Later that year Snap acquired Vergence Labs, associated with Epiphany Eyewear, and the mobile scanning application Scan. Looksery, acquired in 2015, supplied facial-recognition and visual-effects technology that helped power Snapchat’s Lenses. In 2016, Snap acquired Bitstrips, bringing the Bitmoji avatar service into its portfolio, and acquired Obvious Engineering and Vurb to strengthen visual-computing and search-related capabilities. Flite and Cimagine Media were also acquired in late 2016, adding advertising and augmented-reality expertise. In September 2016, Snapchat Inc. changed its corporate name to Snap Inc. The rebranding accompanied the launch of Spectacles, camera-enabled glasses intended to let users capture circular video for Snapchat. The new name reflected an ambition to operate as a camera and technology company rather than solely as a messaging-app publisher. Snap also expanded its content relationships through arrangements with media organizations and launched international operations, including an international headquarters in London. Snap went public on the New York Stock Exchange in March 2017 under the symbol SNAP. Its public-company structure preserved significant voting influence for the founders. After the offering, Snap continued investing in augmented reality, content, location, avatars, advertising, and hardware. It acquired Zenly in 2017, and elements of Zenly’s location-sharing experience were later incorporated into Snapchat. The company also formed a content-production joint venture with NBCUniversal and established media relationships designed to support programming distributed through Snapchat. Snap introduced Snap Camera for desktop computers in 2018, allowing users to apply Snapchat effects to webcam video in services such as Twitch, Skype, YouTube, and Zoom. Its hardware strategy continued with a second generation of Spectacles in 2018 and the Pixy camera drone in 2022. Snap later discontinued development of future Pixy versions, illustrating the difficulty of extending the Snapchat brand into consumer hardware. The company’s principal business remains Snapchat. The application combines private messages, Stories, short-form video, publisher and creator content, advertising, augmented-reality Lenses, location features, and Bitmoji integration. Snap’s advertising products include sponsored Lenses and other camera-based formats that allow brands to attach interactive effects to their campaigns. The company competes for user attention and advertising budgets with much larger platforms, particularly Instagram, TikTok, Facebook, and YouTube. Snap has experienced periodic pressure from slower user growth, changes in digital advertising, platform-policy changes, and high operating costs. The 2018 redesign was especially contentious: more than one million users signed a petition asking the company to reverse it, and the redesign was associated with weaker engagement and market disappointment. Snap undertook a major workforce reduction in 2022 and announced another reduction of approximately 10 percent in February 2024. These actions reflected efforts to focus resources and improve operating discipline while maintaining investment in Snapchat, augmented reality, creator tools, and advertising technology.

2024
Workforce reduction announced
[3]Snap Inc. Announces Workforce Reductioninvestor.snap.com
Snap announced a global reduction of approximately 10 percent of its workforce.
2022
Pixy introduced and hardware development reduced
[1]Snap Inc.en.wikipedia.org
Snap announced the Pixy camera drone and later reported that future development would be discontinued.
2018
Snap Camera introduced
[1]Snap Inc.en.wikipedia.org
The desktop application brought Snapchat camera effects to webcams and streaming services.
2017
Initial public offering
[1]Snap Inc.en.wikipedia.org
Snap began trading on the New York Stock Exchange as SNAP.
2017
Zenly acquired
[1]Snap Inc.en.wikipedia.org
Snap acquired the location-sharing application Zenly and incorporated related concepts into Snapchat.
2016
Corporate rebranding and Spectacles launch
[1]Snap Inc.en.wikipedia.org
Snapchat Inc. became Snap Inc. and introduced Spectacles.
2015
Looksery acquired
[1]Snap Inc.en.wikipedia.org
The acquisition strengthened Snapchat’s facial-recognition and augmented-reality effects.
2014
FTC privacy settlement
[2]Snapchat Settles FTC Charges That Promised Disappearing Messages Were Not Honestftc.gov
Snap settled allegations concerning privacy disclosures and claims about disappearing messages.
2013
Major security breach
[1]Snap Inc.en.wikipedia.org
A breach exposed approximately 4.6 million usernames and telephone numbers.
2011
Snapchat founded
[1]Snap Inc.en.wikipedia.org
Evan Spiegel, Bobby Murphy, and Reggie Brown relaunched Picaboo as Snapchat.

Products and positioning

A camera-first social and communication platform emphasizing visual messaging, augmented reality, personalization, and younger digital audiences.

Social media and messaging · 2011
Snapchat
Snapchat is Snap’s principal mobile platform. It combines direct photo and video messaging with Stories, short-form entertainment, creator and publisher content, camera effects, advertising, location features, and other social functions. Its identity is built around frequent camera use, visual communication, and a more informal relationship to permanence than conventional social feeds.
Augmented reality · 2015
Snapchat Lenses
Lenses are interactive augmented-reality effects that modify a user’s face, body, surroundings, or captured media. They became a major part of Snapchat’s consumer experience and advertising proposition, allowing brands to sponsor interactive camera effects that users can try and share.
Avatars and digital stickers · 2014
Bitmoji
Bitmoji lets users create personalized cartoon avatars and use them in stickers, messages, profiles, and other digital contexts. Snap obtained the underlying business through its 2016 acquisition of Bitstrips, making personalized identity a more integrated part of Snapchat’s communication system.
Wearable cameras · 2016
Spectacles
Spectacles are camera-enabled glasses designed to capture hands-free video and connect with Snapchat. The first generation used a circular video format that could be viewed in different orientations. Snap later released a second generation, while the original product experienced excess inventory and substantial reported losses.
Camera drone · 2022
Pixy
Pixy was a small flying camera announced by Snap in 2022. It was designed to capture short aerial clips for use with Snapchat. Snap subsequently stopped development of future Pixy versions while continuing to sell the existing iteration for a period.
Desktop camera software · 2018
Snap Camera
Snap Camera brought Snapchat-style lenses to desktop webcams and supported use in video calls, livestreams, and other webcam applications. It extended Snap’s camera-effects technology beyond the mobile Snapchat application.

Controversies

2026
Pennsylvania sues Snapchat over alleged failure to protect young users
Pennsylvania Attorney General Dave Sunday announced a lawsuit against Snapchat's parent company Snap Inc. The suit alleges the platform misrepresents how often users encounter adult content in order to maintain its 13-plus age rating. It also claims that features such as disappearing messages and streaks encourage compulsive use by minors.
Source 1 Source 2 Source 3 Source 4
2026
Montgomery County sues Meta, Snap, TikTok and Google over youth mental health
Montgomery County officials filed a lawsuit in the U.S. District Court for the Northern District of California against Meta, Snap, TikTok, Google and other companies. The suit claims that the companies' social media products negatively impact children's mental health and well-being. Snap is named among the defendants in the filing.
Source
2026
Snap settles social media addiction lawsuit
Snap reached a settlement resolving claims in a social media addiction lawsuit before trial. The teenage plaintiffs had alleged that Snapchat was designed to be addictive and that using it from a young age contributed to their mental health issues. The settlement terms were undisclosed.
Source 1 Source 2
2026
Snap settles teen platform-harm lawsuit
Snap reached a settlement in a lawsuit brought by two teenagers who alleged that the company designed its platform to be addictive and that it contributed to their depression, anxiety, and eating disorders. The source reports a settlement, not a determination of the allegations.
Source
2022
Connecticut mother files lawsuit against Meta and Snap over alleged social-media harms
Tammy Rodriguez filed a lawsuit against Meta and Snap in San Francisco federal court, alleging that their social-media platforms contributed to her 11-year-old daughter's suicide and that her use of Instagram and Snapchat was tied to several mental-health harms. These are allegations in the complaint, not stated court findings.
Source
2021
Snap permanently terminates Donald Trump's Snapchat account
In January 2021, Snap announced that it had permanently terminated Donald Trump's Snapchat account. The company cited public safety as the reason for the decision. According to Snap, the account was used in attempts to spread misinformation and hate speech, and to incite violence. The company stated that this conduct violated its guidelines. The announcement identified the account holder by name and described the termination as permanent. Snap's statement did not specify further details beyond these reasons and the platform's guidelines.
Source
2021
Snapchat announces tools to address illicit drug sales
Snapchat announced new features and educational resources intended to help prevent younger users from purchasing illicit drugs on the platform, amid reports that teens had bought fentanyl-laced pills through Snapchat.
Source
2021
Appeals court allows lawsuit against Snap to proceed
A federal appeals court ruled that the parents of three young men killed in a car crash may sue Snap over allegations that Snapchat's speed filter enticed young people to drive at high speeds. The ruling addressed whether Section 230 immunity applied; it did not determine Snap's liability.
Source
2020
Snap withdraws Juneteenth filter and apologizes
Snap withdrew a Snapchat Juneteenth Lens after it drew criticism. The Lens prompted users to smile in order to break chains. Following the criticism, Snap pulled the Lens, apologized, and said it was investigating why an unapproved version went live.
Source
2018
Backlash over Snapchat redesign
Users strongly criticized a major redesign that changed the organization and navigation of Snapchat. A petition seeking reversal attracted approximately 1.2 million signatures, while Snap maintained the redesign with limited concessions.
Source

Marketing campaigns

2017NBCUniversal content venture
United States
Snap and NBCUniversal formed a joint venture to produce content for Snap’s platforms, with Duplass Brothers Productions announced as an early partner.
Outcome. Strengthened Snap’s strategy of distributing original and partner programming.
Source
2016Turner and Snapchat content partnership
United States
Snap partnered with Turner Broadcasting System to integrate Turner properties and develop original content for Snapchat.
Outcome. Expanded publisher and professionally produced content on the platform.
Source

Brand decisions

2022
Reduction of future Pixy developmentStrategy
Background
Snap was reassessing hardware investment and operating priorities.
Action taken
The company stopped developing future versions of the Pixy drone while continuing to sell the existing model for a period.
Aftermath
The decision narrowed Snap’s near-term hardware ambitions and concentrated attention on its software and advertising businesses.
Source
2018
Snapchat redesignGeneration change
Background
Snap sought to reorganize the application and separate social communication from publisher and professional content.
Action taken
The company introduced a new interface and changed the placement and presentation of major content areas.
Aftermath
The redesign generated significant user dissatisfaction and was associated with weaker growth and negative market reaction.
Source
2017
Initial public offering on the New York Stock ExchangeOther
Background
Snap sought public capital while retaining substantial founder voting control.
Action taken
The company listed under the ticker SNAP in March 2017.
Aftermath
Snap became a publicly traded company, although its first reported quarterly results included a large loss and triggered a sharp share-price decline.
Source
2016
Rebrand from Snapchat Inc. to Snap Inc.Strategy
Background
The company was expanding beyond the Snapchat application into hardware and other camera technologies.
Action taken
Snapchat Inc. adopted the Snap Inc. name and presented Spectacles as a new product category.
Aftermath
The new corporate identity positioned the business as a broader camera and technology company.
Source

Recent events

2024
Snap announced a further global workforce reduction[3]Snap Inc. Announces Workforce Reductioninvestor.snap.com
Other
Snap announced plans to eliminate approximately 10 percent of its global workforce, or about 500 positions, citing organizational priorities and collaboration goals.
2024
Jim Lanzone joined Snap's board[1]Snap Inc.en.wikipedia.org
Leadership change
Snap appointed Yahoo chief executive Jim Lanzone to its board of directors.
2022
Snap announced a workforce reduction of about 20 percent[1]Snap Inc.en.wikipedia.org
Other
The reduction affected approximately 20 percent of the workforce, with significant effects on hardware and developer-product activities.
2018
Snap introduced a major Snapchat redesign[1]Snap Inc.en.wikipedia.org
Product generation · Other
A substantial redesign reorganized content and navigation. It attracted strong user criticism and was followed by slower user growth.
2017
Snap completed its initial public offering[1]Snap Inc.en.wikipedia.org
Other
Snap began trading on the New York Stock Exchange under the ticker SNAP.
2013
Snapchat user-data breach exposed millions of records[1]Snap Inc.en.wikipedia.org
Other
A security incident exposed approximately 4.6 million Snapchat usernames and telephone numbers on the internet.

Sources78 sources

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