Snapchat has introduced a new feature called Sponsored Snaps that lets users interact directly with brands inside the Chat tab. Earlier, these ads were just for viewing, but now people can ask questions, get suggestions, and have real conversations with brands.
This change brings advertising closer to how people already use the app — chatting. While some users may not like seeing more advanced ads in their personal space, Snapchat believes its audience is already comfortable with this style. The company says hundreds of millions of users have already interacted with its chatbot since 2023.
According to Snap’s Chief Business Officer Ajit Mohan, chatting is quickly becoming the most powerful space for advertising. Instead of showing ads, brands can now talk to users in a natural way, helping them discover products and make decisions instantly.
For businesses, this is a big opportunity. They can reach nearly one billion monthly users and use their own systems to connect, answer questions, and drive sales.
Snapchat also shared that its current Sponsored Snaps are already performing well, bringing more conversions at a lower cost. With this new update, brands can now offer more personalized experiences right where users are most active.
The platform remains heavily focused on chat, with 85% of users regularly using the Chat feed. In early 2026 alone, users sent over 950 billion messages. Among teenagers, daily messaging is especially strong, with many using it multiple times a day.
