A new app has added a twist to video messaging between friends: Instant reactions.
Samba, which recently won the SXSW 2014 Accelerator Award for the social category, instantly records and sends a user's reaction to a video sent to their smartphone by a friend.
"Imagine Facebook without the 'like' button," Barak Hachamov, one of the company's co-founders told CNBC, referring to a user's ability to get instant feedback.
"Samba evokes one of the more basic and essential human emotions and needs," Hachamov said. "It recreates the warmth of face-to-face interaction; it infuses digital video communication with genuine, authentic responses."
Samba launched in the Apple app store on Feb. 20. The company said it plans to be available for Android in several months.
Unlike Snapchat's model of immediately disappearing pictures and videos after they're viewed, Samba lets users decide how long the video can be accessible, from one moment to an entire year.
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The company's raised $630,000 in funding, and while Hachamov won't disclose how many downloads they've had, he said 30 percent of the people who registered are using it on a daily basis.