Snapchat is nearing 1 billion monthly users. Why can't it turn a profit?

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Snapchat, an app whose disappearing messages and silly face filters made chatting with loved ones more casual, is close to a milestone that few social media platforms achieve: reaching 1 billion monthly users.But Snap, the Santa Monica company behind the app, faces a crucial test.The 14-year-old tech company is still losing money and has seen its share price tumble as it barrels forward to popularize augmented reality glasses next year.And even though more people in developing countries are using the app, Snapchat usage in markets where the company makes more revenue per user, including the United States and Europe, has dropped.Snapchat has 943 million monthly active users globally, according to the company.

Growth in India, where TikTok is banned, and Pakistan have fueled Snapchat’s global user growth, data from market intelligence firm Sensor Tower show.In India, Snapchat monthly users have surpassed 250 million, making up more than a quarter of its user base, according to numbers Snap released in July.

At the same time, in the third quarter, Snapchat monthly active users declined by 4% in the U.S.and double digits in France, Italy, Germany and the United Kingdom, Sensor Tower said.

Snap Chief Executive Evan Spiegel wrote in a September note to employees the company is in a “crucible moment,” comparing it to a “middle child” wedged between larger tech giants and smaller rivals.“This moment isn’t just about survival,” Spiegel wrote in the note.“It’s about proving that a different way of building technology, one that deepens friendships and inspires creativity, can succeed in a world that often rewards the opposite.” L.A.

Influential Snap Chief Executive Evan Spiegel has managed to keep the social media company alive and relevant — no small feat in the constantly evolving tech world.The 35-year-old tech executive co-founded Snapchat — initially known...