WhatsApp now lets you post ephemeral messages, which disappear after 7 days

And just to be clear, the 7-day limit will exist regardless of whether the message gets read or not. (The clock starts counting when the message is sent, as it does on other apps like Telegram.)

“The way it’s currently designed is to give the sender confidence that after 7 days their message is gone. The messages have no concept of being seen, for them to disappear, so they will disappear regardless of read status,” said the spokesperson.

Users can turn on the feature for direct messages, but in groups it’s the admin that has to enable disappearing messages for it to work.

Although today is the “official” announcement, eagle eyed WhatsApp watchers had spotted the company posting FAQs on the feature some days ago. And tests of the feature actually first started to appear — and, fittingly, disappear — as early as March of this year.

This isn’t WhatsApp’s first rodeo with disappearing content. In 2017, the company first dabbled in the idea with the launch of Status — an encrypted clone of Snapchat’s Stories feature, which let people set up short updates on themselves — in the form of some text and/or a GIF — as essentially a “profile” for all of their contacts to see for a set period of 24 hours, with the Statuses existing in their own tab in the app separate from your chats.

It’s not clear how popular the Status feature is: we’ve reached out to ask. Anecdotally, I’ve seen younger people using it a lot, older people less so.

WhatsApp said that one of the reasons it’s taken its developers so long to bring that feature to the wider chat experience is in part because of the encrypted aspect of the app:

“[End-to-end encryption] was partly why it took us so long to implement this feature, because we wanted to retain the e2e capabilities that WhatsApp users expect and love,” the spokesperson said.

But in any case it’s a very long time in coming. Ephemerality has been one of the most radical and sticky features in messaging in years, and has arguably been the defining feature for one of the runaway, viral hits of the genre, Snapchat — so much so that it has spawned clones of the feature in a number of other apps, from those focused first and foremost on privacy like Signal and Telegram, through to those that are aimed at more casual consumer audiences, like WhatsApp.

The new disappearing messaging feature is coming amid some other notable additions in the app that appear to be in aid of the general purpose of giving more control to users.

Earlier this week, WhatsApp announced that it would enable a new storage feature in the app: specifically, an easier way to control how and where photos and other media that you are sent live. This is especially important for active (but perhaps not deep) users of the app, who find their storage is getting gobbled up by innocuous GIFs, photos and videos sent over the app by friends and acquaintances. At the same time, it has also been beefing up the services it offers to businesses, and testing out business models for charging them, one way to stick to their commitment not to put ads into the service.

As with the storage changes, the new disappearing feature will not be switched on for users by default: you have to proactively change the settings.