Twitter will no longer factor certain add-ons including pictures into a message's 140-character limit, as the company istrying to make its service more appealing. The new policy announced in May and now in effect no longer factors in certain add-ons, including pictures, into a message's length.

"Say more about what's happening! Rolling out now," said an official tweet from San Francisco-based Twitter.

Media attachments such as photos, videos and polls are exempted from the character limit, as well as tweets that are quoted in a retweet.

The move does not eliminate the 140-character limit, which was put in place due to mobile phone text messaging constraints when Twitter launched in 2006.

Twitter needs to find new ways to boost its appeal beyond a core of celebrities, politicians and journalists.

Although Twitter said the number of monthly active users edged up to 313 million during the last quarter, that's only slightly more than the 310 million in the prior quarter.

Twitter has yet to post a profit, even as it has ramped up its efforts in advertising.