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  1. ITV Report

Snapchat chooses London as the home of its international headquarters

Messaging app Snapchat has chosen London as the home of its international headquarters in a vote of confidence for the UK as it prepares for Brexit.

The Los Angeles-based group, which has 150 million users a day worldwide, confirmed it will book all sales made outside the US and where it has no local entity in Britain - rather than following the lead of rivals such as Google and Apple in choosing Ireland or the Netherlands to take advantage of lower-tax regimes.

Snap Inc said the UK's strong creative industries made it a great place to build a global business.

We believe in the UK creative industries. The UK is where our advertising clients are, where more than 10 million daily Snapchatters are, and where we've already begun to hire talent.

– Claire Valoti, General Manager of Snap Group in the UK

Snap's move to base its international HQ in London comes after Facebook, Apple and Google and IBM have all committed to Britain in recent months following the Brexit vote.