Snapchat bought Israeli tech company Cimagine earlier this week, TechCrunch reports.
The acquisition reportedly cost between $30 million and $40 million.
Cimagine allows users to project an image of a product they're looking to buy into real-life space using augmented reality, a technology which Snapchat has helped make mainstream alongside Pokémon Go.
WATCH | Here's a look at Cimagine's tech in action.
Snapchat reportedly made several other acquisitions, many of which did not get major media attention, including Seene, which lets users take three-dimensional selfies and Bitstrips, mostly known for personalized emoji.
The move may mean more Snapchat-based promos, like the Starbucks Frappuccino filter from last summer.