Snapchat Has Reportedly Acquired Mobile Search Engine App ‘Vurb’ For $110 Million

Snapchat is reportedly getting into the search business with the acquisition of Vurb, a mobile search engine app. The ephemeral messenger is paying $110 million (primarily in stock) for the five-year-old company, according to Quartz, while Vurb founder Bobby Lo will receive $75 million to remain at Snapchat over the next several years.

While it is unclear exactly how Snapchat plans to harness Vurb’s technology, Quartz notes that finding fellow Snapchatters to follow within the app can be trying — without having someone’s scannable Snapchat QR code at the ready or their precise username memorized. Therefore, enhanced search capabilities might make it easier for users to add friends. It could also make brands and publishers who don’t have exclusive destinations within Snapchat’s Discover section easier to find.

Snapchat, which confirmed its long-rumored $100 million purchase of Bitmoji maker Bitsrips last month when it integrated the use of personalized avatars within its app, has declined to comment on the Vurb reports.

The company has announced several content-related additions to its platform of late, however, including the fact that the NFL will become the first sports league to receive its own Discover channel come football season. Snapchat is also said to be in talks with major television networks and Hollywood movie studios about bringing more premium video programming into Discover.