Meta has launched a new standalone app called Instants in Italy and Spain, targeting the ephemeral photo-sharing market dominated by Snapchat. This app allows users to send photos that disappear after a single viewing and expire within 24 hours.
Instants opens directly to the camera and restricts users from editing or uploading images from their camera rolls. It is designed for “low-pressure” sharing, combining features from various popular apps, including Snapchat, BeReal, and Locket.
Users can capture photos or short videos and add text before sending them to mutual followers or Close Friends. “We’re experimenting with various iterations of Instants to gauge user preferences and will take feedback from our community into account,” a Meta spokesperson said.
While the app is currently being tested, there is no timeline provided for a potential launch in the United States or other markets. The app’s Apple App Store listing features the tagline “Real life, real quick,” promoting it as a way to connect with close contacts over everyday moments.
Instants has been in development for several months, evolving from an internal prototype that Meta confirmed was in progress as early as February. The idea originated from an earlier Instagram feature called “Shots,” which allowed for disappearing photo sharing within direct messages.
Meta has a history of adopting features from competitors, including the introduction of Stories from Snapchat in 2016 and Reels to take on TikTok. The success of Instants and whether it will find a permanent place in the market remains uncertain, as Meta has not indicated plans for wider expansion beyond its current test markets.
