Snapchat is making a strategic pivot from its signature private messaging roots with the launch of Topic Chats, a feature enabling public conversations around trending topics. The new chatrooms will debut across the platform starting this week for users in Canada, New Zealand, and the United States.
With over 443 million daily active users worldwide, the messaging giant is betting that public interest-based discussions can reinvigorate engagement on a platform historically built on disappearing messages between friends. Topics will range from sports like Formula 1 to entertainment shows such as "Below Deck."
Despite embracing public conversations, Snapchat emphasizes that user profiles remain shielded from strangers. Display names appear alongside messages in Topic Chats, but profiles cannot be accessed by tapping through, the company confirmed. This design prevents unwanted friend requests and direct messages from unknown users.
Unlike searchable usernames, display names serve only as conversation identifiers, offering an additional privacy layer. The approach positions Topic Chats as a middle ground between Twitter's open forums and Discord's community servers.
Snapchat will deploy LLM technology alongside traditional safety tools to moderate Topic Chats, ensuring conversations remain appropriate and aligned with Community Guidelines. Users can report problematic content, with violators facing warnings or account suspensions.
Messages in Topic Chats will be retained for up to five years—a significant departure from Snapchat's ephemeral messaging philosophy. This permanent storage raises new questions about data privacy expectations on a platform known for disappearing content.
The inspiration for Topic Chats came from observing how users engage in public comments on Spotlight, Snapchat's short-form video feature. "Snapchatters create billions of Snaps every day," the company explained, noting strong community appetite for public discussions about trending events.
Topic Chats will integrate Spotlight videos directly into conversations, creating a blended feed of discussion and content discovery. A prominent yellow "Join the Chat" button will appear on Stories and Spotlight posts, allowing instant entry into active conversations.
Users will see which Topic Chats their friends have joined, enabling discovery of shared interests within existing social circles. This friend-first approach differentiates Snapchat from anonymous public forums while expanding beyond its traditional one-to-one communication model.
The feature will appear throughout the app—in Chat shortcuts, search results, the Stories page, and alongside Spotlight videos. Gradual rollout begins this week, with broader international expansion expected if initial testing proves successful.
Topic Chats represent Snapchat's most significant shift toward public social engagement, potentially opening new advertising opportunities while addressing stagnant growth in mature markets.