Instagram takes on Snapchat with new app

Instagram has announced the launch of a new messaging app that allows users to send photos which self-destruct once the recipient has viewed them.

Currently only available in New Zealand, Singapore and South Africa, Bolt is to become Instagram’s answer to popular social app Snapchat, which last year Facebook unsuccessfully offered $3 billion for.

No Instagram or Facebook login details are required to sign up to the app; instead a phone number will be used which will access contacts from the user’s phone.

Unlike Snapchat, users are only able to share a photo to one person at a time, and will need to re-take a shot to send to somebody else. When receiving a photo, users will have the option to reply with a ‘Bolt’, or send a text reply over a blurred version of the photo received.

However, the app has already come under criticism from a smaller tech start-up which has been using the same name for a year.

In a company blog post titled ‘Dear Instagram‘, Andrew Benton, CEO of Bolt, pleaded with the social media giant not to “destroy all effort” that has gone into building the Bolt brand and technology.

“It wasn’t too long ago that you were the little guy,” wrote Bendon. “I know you haven’t forgotten how hard it is to build something from nothing. And not just technology, but a brand and distinct identity for yourself. Imagine how it would have felt if Google or Apple or Facebook had launched a photo-sharing app called Instagram in 2011.

“We don’t want a legal battle over this, and we think it’s not too late for you to consider an alternate name before launch. I have a whole list of names we brainstormed last May that I’d be happy to share.

“Please do the right thing, and choose an alternate name.”

Instagram is yet to reply to Benton’s appeal.