Snapchat is set to acquire mobile search app Vurb for around $110 million, reported The Information.

The acquisition could see Snapchat augment the core messaging features of its app, although it remains to be seen how the social media platform will integrate the offering, should the deal go through.

A report in TechCrunch pointed out that Vurb, which connects community recommendations, content and services in a single app, struggled to gain mass traction, hence the sale.

Vurb is a platform that takes on traditional search by giving users the ability to focus on browsing, rather than being given endless page results, and connects with apps includoing Uber, Netflix and Google Maps.

It also added a messaging capability last year, which could be an attraction to Snapchat, according to VentureBeat.

Messaging could help Snapchat beef up its Discover section, which was launched last month, with Snapchat images being integrated with Vurb’s technology to generate more conversations between users.

Vurb, which won TechCrunch’s Disrupt start up event in 2014, was founded by Bobby Lo. The Information report added Snapchat offered $75 million in retention bonuses to retain his services.