Snapchat, the popular messaging app known for its disappearing photos and videos, is about to make a significant change to its user experience. According to CEO Evan Spiegel, the company is preparing to “experiment” with placing sponsored messages directly within the app’s main Chat tab.

This means that users could soon see ads from brands disguised as unread messages from friends. These “Sponsored Snaps” would appear alongside messages from contacts, potentially leading to confusion or frustration. It’s a bold move that marks the first time Snapchat has ventured into advertising within its most heavily used feature.

In an internal memo, Spiegel explained that Sponsored Snaps would appear “without a push notification, and opening the message is optional.” However, the exact process for dismissing these ads without opening them remains unclear. Critics worry that this could create a more intrusive and less enjoyable user experience.

The decision to introduce Sponsored Snaps comes at a time when Snapchat’s stock price is struggling. Despite reaching over 850 million monthly users worldwide, the company’s advertising business is still relatively small compared to its competitors like Meta. Additionally, Snapchat has yet to turn a profit.

Spiegel acknowledges the importance of growing the digital advertising business for Snapchat’s long-term financial success. By allowing brands to promote themselves directly within the app’s core features, Snapchat hopes to attract more advertisers and increase its revenue.

While Sponsored Snaps could potentially boost Snapchat’s revenue, there is also a risk of alienating users. Many people appreciate Snapchat’s focus on privacy and its relatively ad-free experience. Introducing ads directly into the Chat tab could erode this trust and lead to user churn.

It remains to be seen how Snapchat will balance the need for revenue with the desire to maintain a positive user experience. The success of Sponsored Snaps will depend on how well the company can integrate these ads into the app without disrupting the core functionality that users love.