Meta is cloning Snapchat again with a new app called Instants

2026-02-10 · Source: Dataconomy · Field: Technology & Digital — Software Development & Engineering, Emerging Technologies & Innovation · Depth: Fundamental Awareness, quick

Summary

Meta Platforms is developing a standalone app called Instants, designed to allow users to send disappearing photos, directly competing with Snapchat. Mobile developer Alessandro Paluzzi first revealed the app on February 8, displaying a tagline "Share disappearing photos with friends." A Meta spokesperson confirmed the internal prototype, which has been tested under names like "Shots" and "Quicksnap" in various countries. This functionality, currently limited within Instagram, allows mutual followers to send unedited photos that vanish after viewing and expire within 24 hours. This initiative follows Meta's historical pattern of adopting Snapchat features, such as Instagram Stories in 2016, and aligns with its recent strategy of launching specialized standalone applications like Threads and a dedicated Meta AI assistant app.

Key takeaway

For product managers evaluating new app development or feature integration, Meta's Instants app signals a continued strategy of creating standalone applications for specialized functionalities. You should consider whether isolating a core feature into its own app could enhance user experience or address specific market segments, particularly for ephemeral or private communication, rather than solely integrating it into existing platforms.

Key insights

Meta is developing a standalone app, Instants, for ephemeral photo sharing, mirroring Snapchat's core functionality.

Principles

• Ephemeral content fosters intimate sharing.
• Modularize specialized app functionalities.

Method

Develop standalone apps for specific features, test internally under various names, and then potentially release externally.

In practice

• Isolate ephemeral sharing from main feeds.
• Target close-friend communication.

Topics

• Ephemeral Messaging
• Standalone Applications
• Social Media Competition
• Instagram Development
• Meta Strategy

Best for: Tech Journalist, Product Manager, Entrepreneur

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Editorial summary, takeaway, and curation by AIssential. Original article published by Dataconomy.