Well, guess what? Snapchat, the app famous for those messages that vanish quicker than your motivation on a Monday morning, is growing up. They’ve got a premium service called Snapchat+ with 5 million paying subscribers, and they’re hoping to hit 10 million. That’s almost as impressive as managing to keep your avocado plant alive for a whole year!

Now, Snapchat’s reputation might be all “teenagers and silly filters,” but it’s become one of the fastest-growing social media platforms worldwide. They’ve got 397 million daily users, beating Twitter, the platform formerly known as a source of endless drama in 280 characters. But here’s the thing: they need to figure out how to turn all those users into money-making magic. Snap’s financial results are a bit like a rollercoaster designed by someone who’s never ridden one, and they’re about to post their third consecutive revenue drop. Ouch!

While Snapchat did gift the world the wonders of stories and filters, it’s often seen as the app for the young’uns, overshadowed by TikTok, Instagram, and Facebook. But let’s not forget that Snapchat has been quietly doing its own thing, which involves helping you keep up with your real-life friends rather than random internet strangers. Novel concept, right?

Snapchat’s all about those private convos with your buddies, not those never-ending scrolls you do on TikTok or Instagram. And while they may not be clocking in as much screen time per user, they’re betting that quality beats quantity. They reckon you’ll check in on Snapchat around 40 times a day, which is almost as much as you check the fridge when you’re procrastinating. In short, they’re all about those meaningful connections with friends.

In the end, it’s about turning those millions of users into millions of dollars. Snapchat’s still a work in progress from a money-making perspective, but they’re not giving up.