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Instagram's messaging feature may rattle Snapchat

Thursday, 12 Dec 2013 | 11:41 AM ET
Tech Yeah! Instagram's newest feature
Instagram hopes a new feature called Instagram Direct, which allows users to only share photos with one or two people, will take it to the next level in the social media wars. With Brian Heater, Engadget sr. editor.

Instagram messages are here, and it looks like Snapchat may have a reason to be worried.

Instagram, which is owned by Facebook, unveiled its messaging service at a press event in New York on Thursday.

Instagram co-founder Kevin Systrom at Instagram Direct unveiling
Emmanuel Dunand | AFP | Getty Images
Instagram co-founder Kevin Systrom at Instagram Direct unveiling

The system, called Instagram Direct, lets users share photo and videos with individuals or groups of up to 15 people.

(Read more: Snapchat turns down $3 billion cash offer from Facebook)

Users can add filters to their messages, and recipients can respond with a text message, an image or a video of their own.

Unlike Snapchat, though, Instagram's messages won't disappear.

"There is room for ephemerality, but Instagram is more focused on archiving," Instagram co-founder Kevin Systrom said at the event.

(Read more: Who's viewing your Instagram, and profiting from it?)

Instagram Direct
Source: Instagram
Instagram Direct

Besides filters, Instagram Direct doesn't have additional tools for editing and individualizing images —part of Snapchat's appeal.

Such features may be added eventually, Systrom said, stressing that this is just the first version of the product.

(Read more: Why Snapchat will be big for advertisers: Pro)

By CNBC's Cadie Thompson. Follow her on Twitter @CadieThompson.

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  • Matt Hunter is the senior technology editor at CNBC.com.

  • Cadie Thompson is a tech reporter for the Enterprise Team for CNBC.com.

  • Working from Los Angeles, Boorstin is CNBC's media and entertainment reporter and editor of CNBC.com's Media Money section.

  • Jon Fortt is an on-air editor. He covers the companies, start-ups, and trends that are driving innovation in the industry.

  • Lipton is CNBC's technology correspondent, working from CNBC's Silicon Valley bureau.

  • Mark is CNBC's Silicon Valley/San Francisco Bureau Chief covering technology and digital media.