Instagram has on Thursday launched a new camera-focused messaging app 'Threads' under its Instagram banner for close group of friends, deepening rivalry with Snapchat.
Facebook had earlier made the announcement, saying the image and video focused app was in the works. This dropped Snapchat's shared by 7 percent, making it their lowest since mid june.
'Threads' will invite users to share information like location, battery life, allowing users message close friends through sharing photos and videos in a "dedicated, private space", according to the company.
"Over the last few years, we’ve introduced several new ways to share visually on Instagram and connect with people you care about – from sharing everyday moments on Stories to visual messages on Direct.
"But for your smaller circle of friends, we saw the need to stay more connected throughout the day, so you can communicate what you’re doing and how you’re feeling through photos and videos.
"That’s why we built Threads, a new way to message with close friends in a dedicated, private space.
"Threads will be in a separate app to Instagram but they will be linked.
"Currently, users can share Instagram Stories to a select list of friends that they pick out themselves," Facebook said.
The app is a move to address privacy issues after the Cambridge Analytica scandal, as only your close friends can see you status with opt-in option.
'Threads' will be like the current instagram messaging with new features and its own inbox and notification.
Vigil360 reports that earlier this year Facebook announced that it would be merging the messaging app of Facebook, WhatsApp and Instagram. This however, would not affect the apps only the services.