Photo-messaging app Snapchat is reportedly preparing to launch a Facebook-like newsfeed.

The newsfeed would be driven by a proprietary algorithm and would sort content in the app based on the content a user chooses to engage with, according to sources cited by DigiDay. Venice-based Snapchat’s existing interface delivers content in chronological order.

“It’s going to be the same model Facebook has: It’s free for everybody to share content, but an algorithm will penalize some people and boost others,” said a publishing source close to Snapchat, according to DigiDay. The source noted that the change may not work out well for all of Snapchat’s publishing partners. “That’s why you don’t want to be beholden to any one of these platforms or you’re suddenly stuck when the game changes.”

The algorithm-driven newsfeed could also be helpful for marketers and allow brands to send messages to the most-receptive users.

Snapchat told investors in February that it has more than 100 million daily users who spend an average of 25 to 30 minutes on the app each day. The company declined to comment on the DigiDay report.