Instagram experiments with ‘Instants’ app for disappearing photo sharing

Instagram is testing a new photo-sharing app called “Instants,” the company confirmed on Thursday. The app is currently available in Spain and Italy and allows users to send disappearing photos that can be viewed once and remain accessible for 24 hours.

With Instants, users can capture a photo with a single tap, with no editing options available. The app does not support uploads from the camera roll and only allows photos to be taken using the built-in camera. While users can add text to their “instants,” the images themselves cannot be edited further.

Unlike Instagram, which has evolved into a platform centred on curated, highly polished content, Instagram is designed for quick, unfiltered, real-life moments. The concept draws inspiration from platforms such as Snapchat, Locket, and BeReal, focusing on authenticity and ephemeral sharing.

Instagram has been quietly testing Insta as an in-app feature in select regions before this announcement. The company says users may be able to access Insta either in the main Instagram app or through a separate, standalone app.

“To give people low-pressure ways to connect with friends, we’re testing an app called Instants to share casual photos and videos in the moment,” a spokesperson said in a statement. “We’re exploring multiple versions of Instants to see what people like, and will listen to our community.”

Users can share Instants either with mutual followers or their Close Friends list. Instagram notes that these audience lists are shared across both the Instagram app and the Insta experience.

The app is available on both iOS and Android.

Although Instagram originally launched as a simple way for friends to share everyday moments, it has gradually shifted toward influencer-driven and advertising-heavy content. With Instants, the company appears to be revisiting its original vision of personal sharing while also responding to competition from apps built around ephemeral and close-circle communication.

However, Instagram may be entering the space late, as BeReal has already cooled in popularity compared to its peak. At the same time, many users already rely on Instagram Stories—its own Snapchat-style feature—for quick sharing, raising questions about whether a separate app is necessary. As a result, it remains to be seen how Instants will perform in the market.