The ephemeral messaging app launched in the US mid-June, with a couple of unique features.
Facebook saw ephemeral messaging app Snapchat exploding with popularity.
It's swelled to 375 million monthly users, and now offers both permanent and ephemeral messaging.
Snapchat, the hot ephemeral messaging app, just raised $80 million at an $800 million pre-money valuation.
But ephemeral messaging more accurately digitizes many of the ways we interact, like in-person conversation.
The app is also the latest to emerge from the founders of Leo, an ephemeral messaging application launched late last year.
The concept resembles "Live Stories", a feature introduced in 2014 by ephemeral messaging app Snapchat.
It's not the first time Facebook has experimented with ephemeral messaging.
For the fourth time, Facebook is trialling a Snapchat-style ephemeral messaging system.
4. In 2015, Facebook tried a different tack, rolling ephemeral messaging into Messenger in a test.
Snapchat, she noted, was much faster to move away from its defining feature — ephemeral messaging.
