Snapchat Introduces Topic Chats to Foster Public Conversations Around Shared Interests

Snapchat is broadening its focus beyond private messaging with the launch of Topic Chats, a new feature enabling users to engage in public conversations centred on shared interests from Formula 1 and global news to trending TV shows such as Below Deck.

The move represents a significant shift for the platform, which has traditionally avoided public discussion spaces. Topic Chats will be accessible throughout the app, including Chat shortcuts, Search, Stories, and Spotlight videos for users in Canada, New Zealand, and the United States, with a wider rollout planned for the future.

Privacy Remains Central to Public Conversations

Despite being public, Snapchat emphasises that user privacy remains a core principle of Topic Chats. Profiles will stay private, with only display names visible next to messages. Other participants cannot view profiles, and display names are not searchable, helping to reduce exposure and prevent unwanted contact.

Users can also see which Topic Chats their friends have joined, enabling connections over shared interests without sharing additional personal information.

AI-Powered Safety and Moderation

Snapchat has outlined a combination of large language model (LLM) technology, automated moderation tools, and human oversight to keep Topic Chats safe. All messages must comply with the platform’s Community Guidelines, and users can report inappropriate content. Policy breaches may result in warnings or account suspension.

The company explained that Topic Chats were inspired by high engagement levels in public comments on Spotlight, Snapchat’s TikTok-style short-form video feature.

“The Snapchat community loves commenting publicly about trending topics and events,” the company noted in a blog post, adding that Topic Chats offer a dedicated space for those discussions.

Enhancing Discovery and Engagement

Topic Chats will also suggest related Spotlight videos, creating an integrated feed of conversation and content. A prominent yellow “Join the Chat” button will appear on eligible Stories and Spotlight posts, allowing users to enter discussions instantly.

Messages within Topic Chats will be retained for up to five years, according to Snapchat.

With this launch, Snapchat is joining other major platforms in building interest-based public spaces while keeping a privacy-first approach aligned with its established user expectations.