Snapchat, previously focused on private messaging for years, is changing its strategy. The social media platform has now introduced ‘Topic Chats,’ a new feature designed to host public discussions on trending subjects, ranging from global events and sports to pop culture and reality TV.
Topic Chats are themed chat rooms based on user interests, like Formula 1 or the show Below Deck. According to Snapchat, the feature will provide its community with a structured space for public discussions, complementing the app’s traditional private exchanges.
Until recently, the only place for broader conversation on the platform was the comments section in Spotlight, Snapchat’s TikTok-style short-video feed. The company says heavy engagement there inspired the creation of Topic Chats.
Despite the opening to public discourse, Snapchat emphasizes that privacy is central. Profile will remain hidden from anyone who is not already a friend. While display names will appear next to messages, users cannot click through to view a profile, and display names cannot be used to search for someone.
The platform says this design precludes unwanted friend requests and unsolicited direct messages, a concern that typically accompanies any shift toward public communication.
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Snapchat says it will rely on LLM-powered tools and existing safety systems to moderate Topic Chats. Posts must meet Community Guidelines, and users can report inappropriate content. The company says violations may result in warnings or account blocks.
Messages posted within Topic Chats will be stored for up to five years and align with Snapchat’s moderation and safety protocol.
The new chatrooms will be fully rolled out in the US, Canada, and New Zealand over the coming weeks. They will surface across Chat shortcuts, search results, Stories pages, and alongside Spotlight videos.
A bright yellow ‘Join the Chat’ button on Stories or Spotlight clips will signal an active Topic Chat. The feature will also highlight which chats your friends have joined, a move Snapchat hopes will help people discover shared interests and more easily participate in community-driven conversations.