Offering more ways to promote content outside of Snapchat could boost the app's utility amongst public figures and businesses.
Sykes also acknowledges that rolling out mobile payments won't necessarily boost the app's user base on its own.
When asked if the launch of Snapchat clone Instagram Stories helped boost the app's user count, a spokesperson told me, "Yes, it's impacted growth and retention".
In some cases, those app installs aren't even legitimate — that is, they're not organic downloads from end users, but are instead fraudulent downloads designed to boost the app's ranking.
While speculation remains over whether paid downloads artificially boosted the app's visibility, its adoption by YouTube stars, including PewDiePie who published a play-through video of the game on 27 January that has been watched more than 10m times, may have contributed to the game's short-lived but wild popularity.
In addition to the Duo tie-in, Truecaller is boosting the app by integrating Truemessenger, its two-year-old service for making messaging smarter and managing spam.
Half of the businesses on Instagram produced a story in the last month, and it's boosted the app's average usage to 32 minutes per day for those under 25, and 24 minutes per day for those 25 and up.
I know it's a little bit odd for Google to get into the wedding planning space but it will no doubt boost the Google Apps products appeal to twenty or thirty something brides.
It at last unveiled apps for its Office software that will work on Apple's iPad, and it decided to give away its Windows software for smartphones and small tablets, which should boost the development of apps on Microsoft phones.
In a bid to boost the number of apps its new platform has at launch — due in Q1 — RIM recently held a port-a-thon to encourage developers to port apps they have built for other mobile platforms to BB10.
