Facebook looked like it was unveiling a Snapchat competitor until it removed its new photo- and video-sharing app from the iTunes store on Monday afternoon.
The new app was called Slingshot. It lets users share "moments" — i.e. video or photos — and "sling" them to other users.
People could either swipe a message away, thus making it disappear forever, or tap to respond with their own moment. Users could only see the message if they decided to respond to it first — creating a serious incentive to share new content. They could also draw on photos or attach captions, another feature that should seem familiar to Snapchat users.