Facebook has launched its own temporary messaging service, less than a fortnight after rival Snapchat floated on the stock exchange.
The new tool, called “Messenger Day”, is an addition Facebook’s existing Messenger app.
The tool lets users of Facebook’s instant messaging service to post pictures and videos for friends to view before they are automatically deleted after 24 hours, similar to Snapchat Stories.
Facebook has trialled the service in several countries, including Poland and Australia.
So far, Facebook has not mentioned advertising via WhatsApp Day. But a likely example would be its ad platforms integration with Instagram Stories.
Messenger product manager Tony Leach said: “The visual status format has definitely evolved as a new way to express yourself. Snapchat and others have proved that it’s a good model.” He said users do not always want pictures and videos to “hang around forever”.
Mark Zuckerberg said last year that while text is the main way we communicate on social media apps, “we believe a camera will be the main way that we share”.
Facebook has also recently upped its metrics game with advertisers with the launch of Advanced Measurement. The new product is a free dashboard that sits within Facebook Business Manager and will allow advertisers to track the performance of their ads across all of Facebook’s platforms as well as external publishers, search engines and DSPs.