Snapcodes


Snapcodes are proprietary two-dimensional barcode images used by the social-media platform Snapchat to add friends, open web pages, unlock lenses and perform other in-app actions. Each Snapcode is a yellow square containing a central Ghostface Chillah logo ringed by black dots that encode a unique identifier. Scanning the image with the Snapchat camera triggers the associated action, avoiding the need to type usernames or URLs.

History

Snapcodes debuted in Snapchat on 27 January 2015 alongside the Discover content hub.
The feature was built on technology from Utah-based QR start-up Scan, Inc., which Snap had quietly acquired for about US$50–54 million in late 2014.
Within months Snapchat said “millions of Snapcodes are scanned each week,” reflecting rapid adoption.

Feature expansions

  • Animated profile GIFs : tapping a personal Snapcode lets a user record a looping five-frame selfie that replaces the ghost icon.
  • Vector downloads : users gained the option to export high-resolution SVG files of their Snapcode for posters and merchandise.
  • Website Snapcodes : Snapchat added custom codes that open any URL inside its in-app browser, a move The Verge said would put “Snapcodes everywhere” in advertising.
  • Codes can also unlock hidden AR lenses, geofilters or Discover channels.

    Design and technology

Snapcodes borrow the visual grammar of the QR code but use a proprietary dot pattern readable only by Snapchat. The central ghost cut-out can display a selfie or brand logo without affecting scannability. All decoding occurs on-device; Snap has not published the specification.

Usage and adoption

Acting as Snapchat’s equivalent of a follow button, Snapcodes are shared on social profiles, business cards, billboards and even concert screens. Brands such as McDonald’s and Coca-Cola have printed them on packaging. Wired credited Snapcodes with reviving mainstream interest in QR technology in the United States.

Influence

Competing services later introduced similar scannable profile codes, including Facebook Messenger, Instagram and Venmo.

Patents

Snap holds several United States patents covering the dot pattern and customization of Snapcodes, among them:
  • US 9,111,164 – “Custom functional patterns for optical barcodes”
  • US 9,911,073 – “Facial patterns for optical barcodes”