Is that you, Snapchat? Instagram rolls out ephemeral messages

(Photo: Instagram via CNN Money)

(CNN)– Instagram is going after Snapchat again, but this time it’s targeting its core concept.

The Facebook (FB, Tech30)-owned app rolled out a series of new features on Monday, including one that lets users send disappearing photos and videos. It also added a livestreaming feature.

Instagram users can now send ephemeral messages to individuals or a group via the app’s camera tool. You’ll need to swipe right on the home screen to access the feature.

The self-destructing messages can only be sent through private messages and live in the user’s Instagram inbox. Circular avatars appear at the top of the inbox to differentiate them from other messages.

Although disappearing messages are immediately removed from the app, the content is visible until the last person has seen it.

The company then stores it for a limited time, so it can be reviewed if there’s a reported violation.

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