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When Mark Zuckerberg tried to buy Snapchat more than a decade ago, the offer was famously turned down. What followed was a long stretch of feature-by-feature competition, with Meta steadily integrating Snapchat-like tools into its own apps. Now, that rivalry seems to be entering yet another chapter.

Enter Instants, Meta’s latest experiment spun out of Instagram. If the company’s 2023 launch of Threads was an unmistakable nod to X (formerly Twitter), Instants feels like a direct callback to Snapchat’s original charm: fast, fleeting, and unfiltered communication.

The difference this time? Meta is no longer just borrowing features. It is packaging them into a standalone app, hoping to carve out a dedicated space for a behaviour that already exists inside Instagram.
Instagram Instants: same-same but different
At its core, Instants is built around one simple idea: capture and share moments as they happen, without overthinking them.

Meta launches Instants app for vanishing snaps, much like Snapchat When Mark Zuckerberg tried to buy Snapchat more than a decade ago, the offer was famously turned down. What followed was a long stretch of feature-by-feature co