# Snapchat launch

> Disappearing photos spread through schools before Snapchat rejected a reported $3B offer.

- Owner: Snapchat Inc.; Evan Spiegel, Bobby Murphy and Reggie Brown
- Kind: App & software
- Sector: Technology
- Seed date: 2011-07-08
- Milestone date: 2013-11-13
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 38 (Niche, provisional), v1.3
- Mechanics: Maker origin, Platform jump, Press loop, Dupe economy, Controversy

## Summary

Picaboo launched in July 2011 and became Snapchat in September. Students exchanged disappearing photos and posted about it on Twitter and Instagram. Facebook copied it with Poke and reportedly offered $3 billion; Snapchat declined, and the offer report anchors this case.

## Timeline

- 2011-07-08 — Evan Spiegel, Bobby Murphy and Reggie Brown (App stores) — The founders released Picaboo on the iOS App Store.
- Sep 2011 — Snapchat (App stores) — Picaboo was renamed Snapchat and relaunched on the App Store.
- 2012-05-06 — The New York Times (Press) — The New York Times covered disappearing photos, sexting and users posting Snapchat names on Twitter.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/snapchat-launch

Cite as: How It Spread (2026). “Snapchat launch.” Case HIS-01650. Spread Score v1.3: 38/100. Updated 2026-10-24. https://howitspread.com/id/HIS-01650