Snapchat is going to put ads next to messages from your friends

Snapchat will soon start “experimenting” with placing sponsored messages next to chat threads from friends, according to CEO Evan Spiegel.

These “Sponsored Snaps” from brands will appear as unread messages in Snapchat’s main Chat tab, implying that they’ll sit above messages from a person’s contacts until they’re acted on. This is the first time Snap will show ads in the most used part of its app.

In an employee memo also posted on the company’s website, Spiegel says that Sponsored Snaps will appear “without a push notification, and opening the message is optional.” It’s unclear how easy it will be to get rid of a Sponsored Snap without opening it, or if doing so will even be possible. (Snap declined to comment beyond Spiegel’s memo.)

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