Facebook has been dominating the chat and messenger market for years and when WhatsApp just came into the picture and dominated the messenger market, Facebook simply buys it and again dominates.

However, lately, Snapchat is popular among teens who used to send “sext” and text messages that they didn’t want their parents to find. The sent messages would disappear after they had been read by the receiver.

Facebook is having a tough competition with Snapchat now. Recently, the Snapchat had rolled out an upgrade called Chat 2.0 which carries interesting new features. Vanity Fair notes that the Chat 2.0 upgrade, “..lets you make voice calls and send audio and video messages within Chat, and it has its own private video-call service, in which users can choose who they want to talk to and start shooting video. Each guest can chime in with his or her own audio or video response, or simply text back.”

Vanity Fair also pointed out that Snapchat took over Bitstrips, an app owned by a Canada-based company that became popular on Facebook.

However, some might think that Facebook is concerned about the rising fame of Snapchat, and thus it will be introducing a new feature on Facebook Messenger called Secret Conversation. As of now, the company has not revealed any information about the feature, but it appears to be similar to the Snapchat’s disappearing conversations feature that make the app popular.

Tech Times notes, “At the same time, if it’s not a Snapchat-like trick, this Secret Conversations feature could refer to some extra-heavy encryption to keep your conversations safe and private, away from prying eyes.”

Apart from the user base, Facebook is facing competition in advertising. The company had focused on advertising to gain attention in the big money. Contrary to this Snapchat has gained the attention of the users to get the business in a more social way.

In terms of advertising, Business Insider suggests an example of how Snapchat might be surpassing Facebook, “A Gatorade ad on Snapchat in which people could pretend they took a Gatorade bath was viewed 160 million times on Super Bowl Sunday. Snapchat users weren’t targeted based on whether they’d watched football in the past or not. Instead, the ad was relevant in the context of the day’s events, given that the Super Bowl always ends with a water cooler being poured on the winning coach.”