Snapchat is taking another shot at location after its always-on coordinate-broadcasting Snap Map proved a bit invasive for some users. Snapchat now lets you send your on-going real-time location to a friend, or request theirs, which show up on the Snap Map and within your message thread.

Essentially, this is location sharing built for the intimacy people love about Snapchat, rather than the foreign and a little freaky idea of giving a wide swath of your contacts access to your whereabouts through Snap Map. As Facebook, Instagram, and WhatsApp ruthlessly exploit their clones of Stories, it’s the more private, close friends features like this and ephemeral messaging that are Snapchat’s best shot at staying relevant.

TechCrunch was tipped off to the location feature by our reader Chand Sethi (thanks!) and now Snapchat confirms it’s been slowly rolling out to iOS and Android users over the past few weeks. Snap Map, which launched last June, has always offered the option to only share with specific friends instead of all of them. Still, the whole idea of location broadcasting might have scared some users into staying in only-me Ghost Mode. This new feature is Snap’s chance to get them on board, one friend at a time.

Now when you long-press on a friend’s name or hit the three-line hamburger button on a chat thread, you’ll get the option to Send Location or Request location. It only works with bi-directional friends, so you can’t ask for the spot of your favorite Snap star if they don’t follow you back, and you can turn off getting requests in your settings if people are spamming you.

Location shared through this feature will only update live for eight hours after you last open the app. You can cancel someone’s access at any time through the Snap Map. And if you’ve never enabled it, you’ll go through the location consent flow first.

By letting users dip their toes in, Snapchat could get more users active on Snap Map. After its June 2017 launch, it hit 35 million daily viewers, but that number was at 19 million and sinking by November, according to leaked data. In February when it launched on web, Snapchat said it had 100 million monthly users — but since Snap never shares monthly user numbers and instead relies on daily counts, the fact that it had to go with a monthly stat here showed some insecurity about its popularity.

Along with Discover, Snap Map represent one of the app’s best differentiators. Investing in improvements here is wise. After all, it might only be a matter of time before we see an Insta Map.

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