Instagram launched its fresh standalone app „Instants“ in Italy on Thursday, introducing a feature set that mirrors Snapchat’s core functionality of disappearing photos.
The app, available on both iOS and Android, allows users to share photos that vanish after 24 hours unless the recipient takes a screenshot. Unlike regular Instagram posts, these images are intended for private messaging only and cannot be sourced from a phone’s gallery — only photos taken directly within the app can be shared.
Users can add text captions to images, combining a spontaneous message with a visual moment. A help page on Instagram already explains the mechanics in detail, confirming the 24-hour window and the one-time viewing limit per recipient.
Meta confirmed the rollout in Italy and Spain but noted the app is not yet available in the German Google Play Store, where users can only add it to a wishlist. A spokesperson told Business Insider that the company is testing multiple versions of Instants to determine user preference and will incorporate community feedback.
The launch reflects Meta’s broader strategy of expanding its social app portfolio beyond the main Instagram platform. The company already hosts Threads and Edits under Instagram’s umbrella and operates the AI-focused Meta-AI app. However, Meta has not disclosed whether or when Instants will launch in the United States.
The move comes as Snapchat, the original pioneer of ephemeral messaging, faces mounting challenges. In April 2026, Snap Inc. Cut approximately 1,000 jobs worldwide and eliminated 300 open positions, citing a weakening advertising business and increasing regulatory pressure on teen social media use across several countries.
Despite its popularity among younger users, Snapchat’s growth has stalled, creating an opening for Meta to attract users seeking a similar experience within a more established ecosystem. By launching Instants as a separate app, Meta can test the concept without altering the core Instagram experience, which remains focused on public sharing and algorithmic discovery.
Industry observers note that the concept is not entirely new — Meta previously tested a similar quick-sharing feature inside the main Instagram app. However, the decision to spin it into a standalone application suggests a stronger commitment to competing directly with Snapchat’s niche, particularly as privacy-conscious sharing gains traction among users wary of permanent digital footprints.
While the app does not currently display advertisements, its long-term viability may depend on whether it can sustain user engagement without compromising the ephemeral, ad-free experience that defines its appeal. For now, Meta appears to be prioritizing learning over monetization, using the limited rollout to refine the product before any broader expansion.
Is Instants available in Germany?
No, the app is not yet available for download in the German Google Play Store; users can only add it to a wishlist at this time.
How does Instants differ from regular Instagram?
Instants is designed for private, ephemeral sharing — photos disappear after 24 hours, cannot be taken from the gallery, and are not intended for public profiles or feeds.
