Instagram rolls out Instants, which lets users share ephemeral photos, as an in-app feature and as a standalone Android and iOS app in select countries

Meta just dropped a new product called Instants, and yes, it's exactly what it sounds like. The feature revolves around ephemeral photo sharing — snaps that disappear — baked directly into Instagram as an in-app feature.

But here's the twist: Instants also exists as its own standalone iPhone app in select countries. So Meta is hedging its bets, giving users two entry points for the same disappearing-photo experience.

The move adds yet another layer to Instagram's already sprawling feature set. Stories, Reels, Notes, Threads — and now Instants. Meta clearly isn't done experimenting with how people share moments on its platforms.

If the standalone app strategy sounds familiar, it should. Meta has a long history of spinning features into separate apps — with mixed results. Whether Instants sticks around or quietly vanishes (fitting, really) remains to be seen.