More than ten years ago, Mark Zuckerberg tried to acquire Snapchat, but the offer was rejected. After that, Meta spent years building similar features into its own platforms, especially Instagram.

Now, this long-standing rivalry has entered a new phase. Meta has introduced a new app called Instants, which appears to take direct inspiration from Snapchat’s original concept of quick and temporary communication.

Earlier, Meta launched Threads in 2023 as a competitor to X. In a similar way, Instants is designed to challenge Snapchat by focusing on fast and unfiltered sharing.

Instants Focuses on Real-Time Sharing

Instants is built on a simple idea. It allows users to capture and share moments instantly without spending time editing or perfecting them. The app opens directly to the camera, encouraging users to take photos and send them immediately.

This approach will feel familiar to Snapchat users. Like its rival, Instants is centred on disappearing content. Photos vanish after they are viewed and cannot be accessed after a 24-hour period.

Meta explains that Instants is meant to “connect with your favourite people over life’s little moments”. This shows a shift away from Instagram’s usual polished and curated posts toward more casual and spontaneous communication.

Strong Similarities with Snapchat

The similarities between Instants and Snapchat are clear. The camera-first design and temporary messages closely match the features that made Snapchat popular.

This move shows that Meta still wants to attract users who prefer private and quick interactions with close friends, a space where Snapchat continues to perform strongly.

However, Instants is not entirely a new idea. Earlier, a similar feature existed inside Instagram under the name “Shots” within its messaging section. By turning it into a separate app, Meta is trying to give it more importance and visibility.

Availability and Integration with Instagram

Instants is currently available on both Android and iOS devices, although access may differ depending on the region.

The app works closely with Instagram instead of being completely independent. One key feature is cross-compatibility. Photos shared through Instants can also be viewed within Instagram, so users do not always need to switch apps.

This integration makes it easier for users to adopt Instants while staying connected within Meta’s larger platform.

Focus on Simplicity and Authenticity

Overall, Instants does not aim to introduce something entirely new. Instead, it focuses on improving how people share everyday moments.

By removing filters, edits, and heavy presentation, the app encourages faster and more genuine interactions. It pushes users to communicate in a natural and unpolished way, similar to how Snapchat originally changed social media behaviour.