Snapchat is adding a feature it reportedly bought for US$100 million

Snapchat users are now able to make custom emojis and send them in snaps after the ephemeral messaging app announced a partnership with Bitmoji.

According to reports, Snapchat acquired Bitstrips, the maker of Bitmoji for US$100 million earlier this year, and the latest announcement appears to confirm that.

"We fell in love with the Bitmoji team and their amazing products, and we are so excited to welcome them as a new part of the Snapchat family," Snapchat wrote in a blog post in the form of a comic book made of Bitmoji custom emojis.

Snapchat did not respond to a request for comment.

Bitmoji allows people to make customized emojis. Snapchat users can integrate their account with Bitmoji, then use their customised emojis in their snaps.

Snapchat has 100 million monthly active users watching 10 billion videos a day. It poses a serious challenge to the likes of Facebook and Twitter for advertising dollars and has been introducing a slew of new features to ensure it holds onto and grows its user base.

Users can already put emojis and stickers on their snaps and adding a personal touch could make the platform more appealing. Earlier this month, Snapchat launched "Memories", a feature that lets you save and search through past snaps.