Snapchat is making the rounds, meeting brands and agencies to give them a how-to on their platform in a bid to get more companies on board. After all, the social app is looking at a $10 billion valuation, and it doesn’t even have an ad unit yet. What they do have are staggering user data and nascent engagement metrics that might be enough to make the service worth investing time in, despite concerns it isn’t mature enough for full-time brand investment.

Like so many social startups that have come before it, Snapchat was once wary of brands using the platform. But baby tech companies can only sing that tune for so long; eventually you have to grow up and make a little money.