SAN FRANCISCO — Snapchat is adding a chat feature to its ephemeral messaging service.

Despite its name, the Snapchat app has never offered real-time conversation — until now. Previously, users were only able to send each other photos and videos that self-destruct a few seconds after they are viewed.

The Los Angeles startup said Thursday Snapchat users will be able to chat by swiping right on a friend's name. When users leave the chat screen, messages will be automatically deleted. In keeping with Snapchat's tradition, users can take screenshots of the chat if they want to preserve it.

Users will also be able to video chat, as they would with Skype or FaceTime.

Snapchat's expansion comes at a time when mobile messaging apps are soaring in popularity as people look beyond traditional texting to communicate and share photos and videos. Some apps also accommodate more than just texts and photos, making them all the more appealing. Tango allows music to be shared through Spotify's streaming service. KakaoTalk lets people share voice memos and location, along with animated emoticons.