Meta Launches Standalone Snapchat Competitor “Instants”

Meta has introduced a new standalone app called Instants, expanding its ongoing efforts to compete with Snapchat in the space of ephemeral photo sharing. The app, released in select regions, focuses on quick, unedited image sharing that disappears after viewing, echoing features long associated with its rival.

Instants opens directly to the camera and allows users to send photos that can only be viewed once. Its approach centers on immediacy and simplicity, with minimal editing tools and an emphasis on privacy. The concept builds on a previous feature tested within Instagram called “Shots,” which similarly encouraged spontaneous, filter-free sharing between users.

The launch reflects a familiar strategy from Meta, which has repeatedly introduced features or apps resembling Snapchat’s core functionality. This pattern dates back to 2013, when CEO Mark Zuckerberg attempted to acquire Snapchat for $3 billion. The offer was declined by Evan Spiegel, setting the stage for years of competition between the companies.

Since then, Meta has rolled out multiple Snapchat-inspired products, including Instagram Stories, which became widely adopted, as well as less successful standalone apps like Poke and Slingshot. Instants represents the latest iteration of this approach, though past attempts have struggled to gain sustained traction.

The timing of the release may be tied to shifting market conditions. Snap Inc. has faced slowing growth in some regions, potentially giving Meta an opening to attract users seeking alternatives. At the same time, Snap is investing in new technologies such as augmented reality glasses, which could divert focus from its core app.