Following in the footsteps of parent company Facebook, Instagram is beginning a test in six countries today that will see the launch of a new standalone app called “Direct,” which will be solely focused on direct messaging friends and family members. As reported by The Verge, this could be the “first step” toward potentially removing messaging features from the main Instagram app.
Chile, Israel, Italy, Portugal, Turkey, and Uruguay will get Direct on iOS and Android today, and if you download the app there and link it to your Instagram account, then your inbox in the core Instagram app “disappears” and can then only be accessed in Direct. Instagram currently has “no timeline” for a global launch outside of these countries, but said that its reason for segmenting off Direct in a test is to create a “best-in-class” experience for private messaging, which could not be possible inside a social-sharing application.
“We want Instagram to be a place for all of your moments, and private sharing with close friends is an important part of that,” Hemal Shah, an Instagram product manager, told me. “Direct has grown within Instagram over the past four years, but we can make it even better if it stands on its own. We can push the boundaries to create the fastest and most creative space for private sharing when Direct is a camera-first, standalone app.”
Direct is said to open to a camera like Snapchat, encouraging you to send photo messages to friends, and then you can swipe to go left to see your profile and settings, or right to navigate to your list of recent contacts. Direct also includes all of the usual filters, doodle tools, and photo effects Instagram has launched in stories and picture editing over the past year, as well as four new exclusive filters. “That’s the whole app,” according to The Verge, which also reported on a new way to easily jump between Direct and Instagram.
Still, there are some nice touches. Designers built what might be the niftiest app transition I’ve ever seen: If you start swiping to the right of the Direct inbox, an Instagram logo pops begins to peak out from the side of the app. Swipe all the way to the right and Direct will open Instagram. Similarly, you can swipe right in Instagram to reveal the Direct logo — a modified version of the paper-plane logo Instagram has long used for messages — and completing your swipe will take you back to Direct.
Since Facebook broke off Messenger into its own app in 2014, the company has added in chat bots, games, location sharing, ephemeral stories, online friend statuses, group video chat, and more. It’s expected that Direct will also expand in a similar way if Instagram goes through with a global launch of the new app, which is starting off barebones in its test, leaving room for the company to “make it even better,” according to Instagram product manager Hemal Shah.
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