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A change.org petition demanding the company reverse its update has now gathered more than 1 million signatures, and the app has earned almost 200,000 one-star reviews in the App Store in the last couple weeks.

It was clear that the new analytics plus the UI tweaks will enable content creators to use Snapchat as a solid platform to conduct business activities and earn, which is in line with the recent promise issued by CEO Evan Spiegel. They promised the redesign would allow users to find friends more easily and eliminate misleading news stories.

"Many "new features" are useless or defeats the original purposes Snapchat has had for the past years".

Rumsey wrote that the upgrade "has, in actuality, made many features more difficult" to use.

The petition, posted on the change.org website, is one of several appealing to Snapchat to revert to its previous state.

The update is so annoying, he claims, that many users are using VPNs (which can make it appear as though a user is in another country) to access the old version.

Users now swipe left to see and interact with their friends, and swipe right to see branded and celebrity content.

Supermodel Chrissy Teigen added her voice to the protests, tweeting, "How many people have to hate an update for it to be reconsidered?"

"As expected, it will take time for our community to get used to the changes, but overall, we are pleased with the initial results".

Rohan Midha, managing director of influencer marketing agency PMYB, told the BBC that Snapchat had made a mistake in removing celebrities and influencers - high profile individuals with lots of followers - from the "friends" section.

Spiegel said that the time it takes for users to relearn an app after a redesign is a challenge for the company, but that Snapchat is "still very early in even the core app evolution".

"I feel way more attached to the service than I ever have", Spiegel said.