LOS ANGELES — The ephemeral now has value, at least for users of cellphones.

More than 60 million photos or messages are sent each day through an app called Snapchat and then, after they are viewed for a few seconds, the missives vanish. That disappearing act — and a volume that is over a tenth of the well-established Facebook’s — has made the tiny start-up a technology hit, amassing millions of users and the backing of some of the most respected names in Silicon Valley, even though it doesn’t make any money.

Because images sent through the application self-destruct seconds after they are opened, Snapchat is being embraced as an antidote to a world where nearly every feeling, celebration and life moment is captured to be shared, logged, liked, commented on, stored, searched and sold. For people who don’t want to worry about unflattering pictures or embarrassing status updates coming back to haunt them, the app’s appeal seems obvious.

Many young people are growing tired of the polished profiles and the advertising come-ons of Facebook, recent surveys have shown. Moreover, young Facebook users are becoming acutely aware of the permanence of the content shared through the Web — and its repercussions later in life. As perceptions of social media change, other start-ups, including Wickr and Vidburn and Facebook’s own Poke, have recently released messaging and video products that self-destruct after a set period of time.

“It became clear how awful social media is,” said one of Snapchat’s founders, Evan Spiegel, 22. “There is real value in sharing moments that don’t live forever.”