Context Cards should prove handy for a lot of Snapchat users, and the fact they lie behind a fairly discreet menu means they're less annoying than more orthodox ads.

You could already see where your friends are and what they're doing with Snapchat, and now Context Cards provide actionable information right in the app.

The new feature will pop up by swiping "More" at the bottom of snaps sent by users who agree to share their locations.

Reacting to the tweets of the anguished Snapchat users, the company posted an acknowledgement message on its Twitter page, adding that its team is working towards resolving the technical glitch.

Not all of the services and information will display at once for every location, but Snap says the idea is to create a personalized feed that's relevant to what each user might need at the time.

If you see your Snapchat friend at an interesting restaurant, and you want to go, you can book a table through OpenTable or Bookatable and arrange a ride there through Uber - all through the Context Card.

Snap declined to disclose the financial terms of the deals with the Context Cards partners, but presumably the company has some kind of revenue-sharing agreements with them. For a peek at how Context Cards work, check out the video below. That includes reviews, maps, contact info, reservations, and even an option to call a ride to the restaurant or store. Snapchat, which boasts a young-skewing audience, averaged 173 million daily users worldwide in the second quarter.

At launch, Context Cards will be available in the U.S., Canada, the U.K., Australia and New Zealand, on both iOS and Android versions of the Snapchat app.