Facebook-owned WhatsApp said today it would introduce disappearing messages,
a move which ramps up its challenge to rival Snapchat.
The messaging service used by more than two billion people globally said it
would enable people to choose whether to keep their messages or allow them
to delete themselves after seven days.
"Today, WhatsApp messages often live on our phones forever. While it's great
to hold onto memories from friends and family, most of what we send doesn't
need to be everlasting," a WhatsApp blog post said.
"Our goal is to make conversations on WhatsApp feel as close to in-person as
possible, which means they shouldn't have to stick around forever," it
added.
Facebook previously introduced a similar option for its Messenger platform,
following on the heels of Snapchat, which has amassed a strong following
among young smartphone users.
WhatsApp chose a seven-day window "because we think it offers peace of mind
that conversations aren't permanent, while remaining practical so you don't
forget what you were chatting about," the blog post said.
"The shopping list or store address you received a few days ago will be
there while you need it, and then disappear after you don't."
The move comes with Facebook's core social network losing ground to younger
audiences to rivals like Snapchat and TikTok, even as Facebook-owned
Instagram continues to grow in that demographic group.
A survey of US teens last month showed Snapchat is their favourite social
media platform, and that TikTok overtook Instagram for second place.
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