WhatsApp announced the launch of a new disappearing messages option last week. It’s been in testing for some time. Snapchat, of course, pioneered ephemeral messaging. When enabled, messages will disappear after seven days. In one-on-one chats, either user can enable the option. Admins have control in group chats. “We’re starting with seven days 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 company said in the announcement.
Why we care. The feature is aimed at giving users a feeling of chatting “as close to in-person as possible” when using the messaging platform. WhatsApp has also been building out its customer service and shopping features for businesses, integrating more deeply with Facebook. More than 175 million people every day message a WhatsApp Business account, the company said last month.