Snapchat chief executive Evan Spiegel.
The app that pioneered sending secret - and sometimes saucy - snaps that automatically self-destruct can now see, and store, everything you send - even when you no longer can.
In an update to its user Terms and Conditions, Snapchat said it had a "worldwide, perpetual, royalty-free, sublicensable, and transferable license to host, store, use, display, reproduce, modify, adapt, edit, publish, create derivative works from, publicly perform, broadcast, distribute, syndicate, promote, exhibit, and publicly display" any content you upload to the app, "in any form and in any and all media or distribution methods (now known or later developed)".
Yet the same document also states Snapchat "can't guarantee that messages and corresponding metadata will be deleted within a specific timeframe".
It's obviously not in Snapchat's best interest to go publishing its users' intimate images. But some of the things it says it might do with your content include "researching and developing" new services, and passing content on to "business partners".
So in theory that does give someone at Snapchat HQ the right to trawl through your private content and share it with third parties.
The free rein on publishing your snaps elsewhere appears to relate more to posts in the newish Live Stories feature, which are basically public posts anyway.
"Because Snaps submitted to live and other crowd-sourced stories are inherently public and chronicle matters of public interest," the policy says, "we may save them indefinitely and allow them to be viewed again through any of our services or third-party sources".
Other social networks like Facebook and Instagram have similar terms and conditions stating they can use your content to promote their brands. But the key difference with Snapchat is that it's always been geared towards private interactions and temporary messages (although newer features are geared towards public posts). So the company reserving the right to store your content for use at a later date is somewhat anathema to its original purpose.
Snapchat is also collecting (and sharing) data including information about your device - such as what type of phone it is and what operating system you're running - and your phone network, as well as location information.
Just to nail it home, the app has included its own privacy warning for users:
"The same common sense that applies to the internet at large applies to Snapchat as well: Don't send messages that you wouldn't want someone to save or share."
Snapchat has previously been embroiled in privacy issues including leaks of thousands of user photos. Snapchat blamed that particular incident on third-party apps which allow users to store snaps after they have self-destructed in Snapchat. Users can still take a screenshot of a message in Snapchat, but it will always notify the sender.
Last year two sisters launched a lawsuit against Snapchat saying it had used photographs of them to promote the app without their consent.
However, despite their good intentions, the practice has sometimes resulted in customer backlash.
Some recent changes to Facebook's iPhone app have also raised privacy concerns among users.
Thanks to changes in iOS 9, Facebook has added a new feature with which it accesses the clipboard on users' devices and asks them if they want to paste the last link they copied in a status update. The app will offer up a pop-up showing the link.
However, Facebook has clarified it does not view or store links or other data from users' clipboards; all it does is scan the stored data for text in a standard URL format, and offer it up automatically. It does not search for passwords or emails.
Of course, once you post the link to your status, Facebook sees all ...