Also in June 2013, Snapchat introduced Snapkidz for users under 13 years of age.
Snapkidz was part of the original Snapchat application and was activated when the user provided a date of birth to verify his/her age. to coincide with the introduction of the company's first hardware product, Spectacles— smartglasses with a built-in camera that can record 10 seconds of video at a time.
In their first blog post, dated May 9, 2012, CEO Evan Spiegel described the company's mission: "Snapchat isn’t about capturing the traditional Kodak moment.
It’s about communicating with the full range of human emotion — not just what appears to be pretty or perfect." He presented Snapchat as the solution to stresses caused by the longevity of personal information on social media, evidenced by "emergency detagging of Facebook photos before job interviews and photoshopping blemishes out of candid shots before they hit the internet".
Spiegel explained that Snapchat is intended to counteract the trend of users being compelled to manage an idealized online identity of themselves, which he says has "taken all of the fun out of communicating".