Why you should be worried about Snapchat's latest patent

A patent application filed by Snapchat reveals a clue about the money-making potential of the hugely popular app.

According to reports published by tech site Business Insider , Snapchat is experimenting with object recognition and the possibility of using the technology for advertising.

It means the social network would recognise when you took a picture of a cup of coffee and send you more coffee-related adverts.

It's a similar system to that used by Google or Facebook which both track your usage in order to send you adverts.

The patent application was filed in January of last year but has only recently come to light.

It also shows a drawing of the Empire State Building and makes a connection with King Kong, showing how links could be made between images and popular culture.

United States Patent and Trademark OfficeSnapchat's patent application

It outlines "object recognition based photo filters," that would presumably fit in well with the pre-existing filters Snapchat already has. The popular app lets users draw and doodle on their pictures before sending them to friends.

At present, the patent application is just a statement of intent. There's no telling when or if Snapchat will actually implement the technology.

United States Patent and Trademark Office

Snapchat's patent application

Memories also works alongside the app’s Stories feature so that users can create their own visual journeys from older snaps.

"You can use Memories to create new Stories from Snaps you’ve taken, or even combine different Stories into a longer narrative," added the firm.

"It’s fun to celebrate an anniversary or birthday by finding a few old Snaps and stringing them together into a new Story."

Of course, the more features Snapchat adds the more you're likely to use it and the more activity the app can sell to potential advertisers.