Snapchat is trying to get away from its reputation as a service for randy sexting teens and secretive philanderers.
"It's not a good way to send inappropriate photos," said Snapchat co-founder Evan Spiegel at the San Francisco Techcrunch Disrupt conference.
Snapchat is a popular mobile messaging app for sending self-destructing messages. Private photo and text messages disappear forever after one to 10 seconds. More than 350 million of these messages, called "snaps," are traded every day on Snapchat, according to Spiegel.
The short lifespan of the messages is what has made the 2-year-old app a natural for content people don't want falling into the wrong hands, such as naughty photos.
Spiegel pointed out that it is possible for a recipient to take take screenshots of snaps, and said it was even possible for determined hackers with time and money to access the messages and "betray your trust."
Touting the potential security flaws of a product might seem like an odd move for a popular app, but for Snapchat to continue growing at a rapid pace it needs to appeal to a wider audience.
"We don't want to be a place for people to share mean secrets," said Spiegel.