WhatsApp has begun rolling out disappearing messages, taking a page from Snapchat and other services.

WhatsApp is one of the most popular forms of communication around the world, with the company recently announcing it is delivering over 100 billion messages a day.

Now WhatsApp has announced disappearing messages, in an effort to make conversations “feel lighter and more private.” The company makes the point that, while some memories should be kept forever, most daily conversations are not that important or sentimental. As a result, once turned on, disappearing messages will delete after seven days.

“We’re starting with 7 days because we think it offers peace of mind that conversations aren’t permanent, while remaining practical so you don’t forget what you were chatting about,” reads the blog. “The shopping list or store address you received a few days ago will be there while you need it, and then disappear after you don’t.”