It’s never too late to say you’re sorry — or at least Snapchat hopes so.

More than a week after hackers exploited a security hole in the ephemeral-messaging app’s Find Friends service, exposing the account names and partial phone numbers of millions of users, the company finally tucked the S-word into the last sentence of a blog post on Thursday.

“We are sorry for any problems this issue may have caused you and we really appreciate your patience and support,” Team Snapchat said.

Above the buried lede, the company said it had released updates for its iOS and Android apps that patch the Find Friends feature and allow users to opt out of linking their phone number to their username.

Snapchat was warned about the potential exploit months ago and had brushed the concerns aside. Even so, the company had steadfastly refused to apologize for the breach until this morning.

Snapchat CEO Evan Spiegel even went on “Today” to explain what the company was doing to bolster security and forgot to offer up a mea culpa.

“I believe at the time we thought we had done enough, but in a business like this if you spend your time looking backwards, you’re just gonna kill yourself,” Spiegel said in the interview.




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