Reggie Brown brought the idea for a disappearing pictures application to Evan Spiegel because Spiegel had prior business experience. Brown and Spiegel then pulled in Bobby Murphy, who had experience coding.
The three worked closely together for several months and launched Snapchat as "Picaboo" on the iOS operating system on Jul 8, 2011. Reggie Brown was ousted from the company months after it was launched.
The app was relaunched as Snapchat in Sep 2011, and the team focused on usability and technical aspects, rather than branding efforts. One exception was the decision to keep a mascot designed by Brown, "Ghostface Chillah," named after Ghostface Killah of the hip-hop group Wu-Tang Clan.
On May 8, 2012, Reggie Brown sent an email to Evan Spiegel during their senior year at Stanford, in which he offered to renegotiate his equitable share regarding ownership of the company. Lawyers for Snapchat responded by insisting that he had never had any creative connection to the product.
In Sep 2014, Brown settled with Spiegel and Murphy for $157.5M and was credited as one of the original authors of Snapchat.