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"Turning on ads" is not a magic monetization panacea for an established startup because you will lose users in protest. And there are more than enough replacements for Snapchat for those users to go to.

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Which apps are Snapchat replacements? Which ones have an existing userbase?

Instagram. They have direct picture messaging that's very Snapchat like.

They only share the same high-level concept. The execution and actual use-case is very different.

WhatsApp, Kik, Line, etc.

Those are nothing like SnapChat.

Maybe not in functionality, but they hit the same demographic.

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