Snapchat was originally conceived as a way to send images that would self-destruct a few moments after they had been viewed.
But the latest update to Snapchat will turn that idea on its head, by allowing people to post images and video without a time limit.
The app’s new Infinity feature lets users add ‘limitless snaps’ and ‘looping videos’ for the first time.
In a press release, Snapchat stated the new features would serve to reduce frustration and increase creativity.
“We’ve all felt the frustration of not being able to fully enjoy a Snap – even after replaying it – and we wanted to give you the option of allowing the recipient to enjoy your Snap as long as they’d like.”
Snapchat has said photos and videos will still be deleted once they are closed by the recipient.
The app, which is extremely popular among teenage smartphone users, has more than 158 million daily active users globally.
The update also includes a new Magic Eraser tool which will enable users to edit and remove objects and imperfections from images before sharing them.