Instagram Launches Instants, a Snapchat-Like App for Disappearing Photos
Meta has introduced a standalone app called Instants in Italy and Spain, aiming to compete directly with Snapchat’s disappearing photo model. Notably, the app allows users to send photos that vanish after a single view and expire within 24 hours. In addition, Instants opens straight to the camera, while it restricts editing and prevents uploads from the camera roll.
Moreover, the app combines features seen in other platforms. According to Business Insider, it blends elements from Snapchat, BeReal, and Locket, creating what Meta describes as a “low-pressure” sharing experience. Users can capture photos or short videos and add text; however, they cannot further modify the content before sharing it with mutual followers or Close Friends.
Meanwhile, the company continues testing different versions of the app to understand user preferences, and it plans to incorporate feedback from its community. At the same time, no timeline has been announced for expansion beyond the current markets. On the App Store, the app promotes itself with the tagline “Real life, real quick,” emphasizing quick, casual connections.
From Internal Idea to Public Testing
Initially, Instants began as an internal prototype developed over several months. Business Insider reported in February that the company was exploring a disappearing-photo app, and a spokesperson later confirmed this effort. At the same time, mobile developer Alessandro Paluzzi identified early references to the app within Instagram’s “Also from Meta” section.
Subsequently, the idea evolved from an earlier feature called “Shots.” That feature allowed users to send photos through direct messages that disappeared after viewing and expired within a day. As a result, the concept transitioned into a standalone application, expanding beyond its original in-app testing phase.
A Pattern of Competitive Imitation
Historically, Meta has often replicated features introduced by rival platforms. For example, Instagram adopted Stories in 2016 to rival Snapchat, and later launched Reels to compete with TikTok. Similarly, the company experimented with standalone apps such as Threads in 2019, which focused on Close Friends messaging but was eventually discontinued.
Now, Instants continues this pattern, although its future remains uncertain. Currently, the app is available on Android and iOS in select regions. However, the company has not shared plans for a wider rollout, leaving its long-term impact unclear.
