Snapchat is making it easier to share online content within its walls, allowing users to create QR 'Snapcodes' for any link.
The update means users won't be forced to exit the app to view websites that have been shared by creators, instead accessing them via a sharable icon captured using the Snapchat app camera.
Any Snapchat subscriber can create a QR code, but the clickable feature is likely to be of particular use to brands looking to boost engagement on the mobile messaging app. The tech could also have the potential to convert impressions into leads or collect data for targeted campaigns.
At the moment, Snapchat doesn't allow users to link out to content in the same way Facebook or Instagram does, but the update could help the app enable celebrities and brands to do this without compromising user experience.
While QR codes are unpopular in some marketing circles, Snapchat has been putting a modern twist on the technology since 2015, making it simpler for users to add each other without typing in user names. This move was then mimicked by Facebook which added a similar function to Messenger last year.
Snapchat has now opened up its APIs to all advertisers as part of a series of updates ahead of its forthcoming estimated $25bn IPO.