Meta is developing a standalone app called Instants, focusing on temporary photo and video sharing that vanishes after viewing, directly challenging Snapchat’s core model. A similar feature is being tested within Instagram DMs, building on prior tools like View Once. This move reflects Meta’s pattern of replicating popular competitor functionalities to retain users.
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Development Background
Reports emerged in early February 2026 about Instants, spotted by app researcher Alessandro Paluzzi in Instagram’s code under the “Also from Meta” section. Meta confirmed it’s an internal prototype, not yet in external testing, meaning no public release timeline exists. Previously called “Shots,” the Instagram version is in limited testing across select countries.
The timing aligns with Snapchat’s recent paid storage changes, which have drawn user backlash—free 5GB limits prompting upgrades from Rs 99/month—potentially opening a window for Meta. Meta’s history includes Threads (Twitter rival) and Reels (TikTok clone), showing a strategy of rapid iteration on proven ideas.
Internal prototypes allow Meta to refine without scrutiny, but Paluzzi’s leaks highlight how code mining reveals unannounced projects. No official launch date has been shared, and Meta emphasizes it’s experimental.
Core Features
Instants enables sending photos/videos that auto-delete after viewing or within 24 hours. Restricted to mutual followers only, with no editing allowed, prioritizing privacy and simplicity. The standalone app mirrors this, promoting “instant” sharing with friends without permanent traces.
Instagram’s integration appears in DMs, complementing Vanish Mode and View Once for ephemeral options. Users open media once, then it disappears; unopened items expire after 24 hours. No screenshots or saves are mentioned, aligning with Snapchat’s anti-persistence ethos.
Instagram Integration Details
The Instagram “Instants” feature overlays existing DMs, spotted in limited global tests. It expands on Snapchat-like tools Meta has incrementally added, like 2021’s View Once. Mutual follow requirement prevents spam, and non-editable media reduces manipulation risks.
Testing excludes broad rollout, focusing on feedback from select markets. If successful, it could merge into core Instagram, boosting daily engagement. Meta’s spokesperson noted no wider plans yet, keeping options open.
Standalone App Potential
The Instants app would operate independently, like Threads, listed potentially under “Also from Meta.” Vanishing media fosters casual, private sharing, targeting Snapchat’s young demographic. Unlike Instagram’s photo/video feed, Instants emphasizes quick, evanescent exchanges.
Meta’s ecosystem integration—easy logins via Facebook/Instagram—could accelerate adoption. However, as a prototype, features may evolve; public beta remains speculative.
Snapchat Rivalry Context
Snapchat pioneered disappearing messages in 2011, peaking at intimate sharing before monetization shifts. Meta’s pursuit echoes past efforts: IG Stories copied Snapchat Stories in 2016, now dominating with 500M+ daily users. Instants aims to erode Snapchat’s 400M+ user base, especially Gen Z.
Snapchat’s storage pivot—5GB free, paid tiers—frustrates users seeking unlimited ephemerality, Meta’s free model could capitalize. Analysts see this as defensive: Meta prevents user migration amid stagnant Snapchat growth.
Meta’s scale (3B+ monthly users across apps) gives distribution edge, but Snapchat’s AR lenses and authenticity retain loyalty.
Strategic Implications for Meta
Mark Zuckerberg’s “copy fast” playbook sustains dominance; Reels now rivals TikTok revenue. Instants tests if pure ephemerality warrants a new app versus feature bloat. Success could fragment Snapchat further, while failure risks developer burnout accusations.
Privacy focus counters regulatory scrutiny on data retention. Monetization via ads or premium (unlikely given Snapchat lesson) looms long-term.
User Impact and Adoption
For users, Instants offers seamless Snapchat alternative within Meta’s family, reducing app-switching. Mutual-follow limits enhance safety, appealing to parents. Early testers report intuitive UI, but scalability unproven.
Gen Z, Snapchat’s stronghold, may shift if Instants nails “fun” factor; older users prefer permanence.
Competitive Landscape
| Feature | Snapchat | Meta Instants (App/IG) |
|---|---|---|
| Disappearing Media | View once/24h auto-delete | View once/24h expire |
| Mutual Followers Only | Yes | Yes |
| Editing Allowed | Limited | No |
| Standalone App | Yes | Prototype |
| Storage Model | Paid beyond 5GB | Unlimited ephemeral |
| User Base | 400M+ DAU | Potential Meta integration |
Snapchat leads in AR; Meta in reach.
Criticisms and Challenges
Copycat label persists, diluting innovation perception. Snapchat users decry “soulless” clones; Meta risks backlash. Prototype stage invites pivots, but leaks pressure premature hype.
Regulatory eyes on monopolies could scrutinize; EU probes loom.
Future Outlook
Expect Instagram rollout first, app later if viable. By mid-2026, metrics will decide fate amid Meta’s AI pushes like Oakley glasses. Success hinges on virality over iteration.
FAQs
What is Meta’s Instants?
A prototype app/feature for vanishing photos/videos post-view or 24h.
Is Instants launched publicly?
No, internal prototype; Instagram tests limited.
How does it differ from Instagram’s existing tools?
Tighter mutual-follow, no edits; standalone potential.
Why rival Snapchat now?
Capitalize on storage complaints, retain youth.
Will Instants have AR like Snapchat?
Unconfirmed; focuses on core ephemerality.
