Snapchat, the popular photo-messaging app online, is now planning to offer original editorial content to users of their service.

The start-up is said to join a group of media companies in order to roll out this new feature. This new feature, which will be a separate section in the app, will have media outlets like ESPN, CNN and National Geographic as well as nontraditional media companies like Vice and Yahoo produce content exclusively for the app.

This new section will be called "Discover,' which will enable users to browse original articles, video or photos that media publishers produce specifically for the app, according to New York Times.

This news, which was apparently privy to only three people, spoke to the news agency on condition of anonymity, have said that Snapchat has also courted big consumer brands to advertise on the Discover program.

These big brands will, of course, pay for getting featured on the app. The revenue, reportedly, will be shared with its publishers, according to the New York Times.

Snapchat was founded by Evan Spiegel, almost three years ago. The app instantly became a hit with youngsters because of its feature that allows sent photos and text messages to disappear soon after they are sent.

Speaking to Digiday, KC Estenson, former head of digital at CNN said, "Snapchat is on to something that will be incredibly meaningful for its audience and super helpful for reaching people who aren't consuming content on TV, newspapers and magazines."

In October last year, Snapchat unveiled its first paid advertisement on the platform, a promotion for a movie by Universal Pictures. Also, Snapchat introduced the "Stories' feature, which allows users to curate snaps into 24-hour presentations.