Snapchat is Snapchat no more.

The company's CEO Evan Spiegel announced on Saturday, Sept. 24 that it has officially changed its name, which will now be Snap Inc.

This is a major announcement that has many people scratching their heads as to why the company would want to rebrand now.

Since launching in September of 2011, the company has grown to be one of the most popular apps, with about 100 million daily active users.

What started as a platform known for sexting and commonly used among teens, Snap has become the must-have messaging app for millennials looking to interact with friends (and not their family on Facebook) and provide in-the-moment sneak peeks of their day to others in a way staged Instagram photos can't. It's even a platform now popular among celebrities, allowing followers to see what they are up to on any given day, giving normal folk a look into their lavish lives.

With its yellow ghost icon and iconic filters (like the dog, flower crown and now the popular deer), say the name Snapchat and everyone knows what you are talking about.

So why change such a recognizable name?

Spiegel revealed in a a blog post that the decision to ditch the "chat" was made because the company plans to expand to be more than just a messaging app.

In a separate blog post, the company announced its plans to release $130 wearable glasses called Spectacles that are the more hip version of the geeky Google Glass. The sunglasses, which will be available in three trendy colors, are equipped with a wireless video camera that allows the user to snap Memories and share them directly on the app.

"When we were just getting started it made sense to name our company Snapchat Inc., because Snapchat was our only product," Spiegel wrote. "Now that we are developing other products, like Spectacles, we need a name that goes beyond just one product—but doesn't lose the familiarity and fun of our team and brand."

The CEO also notes that removing the "chat" from its name will also make it easier when people are searching for Snap's products as it moves into hardware and other ventures in the future. It would make sense that the company be called Snap to include other ventures, while the app keeps its signature, household name.

It might not even be that weird for users to get used to since many people already refer to the app as Snap anyway (as in, "Check out my Snap, now.").

This is actually not the first time the company has changed its name. The app originally started off with the name Picaboo in its early stages before taking on the Snapchat title.

It's doubtful that the name change will have a serious consequence on the company. Users will continue to use the app every day, especially as the company continues to roll out new features like being able to save snaps and creating Memories.

Unlike the major Instagram logo change that caused an uproar for seemingly coming out of left field with something so different, this change is so minor and close enough to its familiar name that the company should be in the clear.

And it makes perfect sense. How strange–or corny—would it be like say you got those Snapchat Spectacles when Snapchat has been known up until this point as a messaging app?

Still, it will take some time to get used to just saying Snap.

Yes, a new dawn is upon Snap. And unlike Instagram's sunset logo fail, users can expect it will have no problems with rebranding.