ByteDance has recently introduced a new app called Whee, which is considered to be a potential competitor to Instagram. This app is currently available for testing on the Google Play Store in some countries. Whee features a simple interface with three main tabs: camera, message board, and messages. One of its key distinguishing features from Instagram is the option for users to share photos that are only visible to their friends, creating a more private space.
This move by ByteDance is notable considering that the company recently launched TikTok Notes, an app with features similar to Instagram. It is unclear why ByteDance chose to develop two separate apps rather than integrating the “friends only” feature into Notes.
The global release of Whee is still uncertain, and it may be currently undergoing a testing phase. It remains to be seen whether ByteDance will proceed with the further development and release of this app.
The introduction of Whee also reflects ByteDance’s ambition to expand its share of the social network market, placing it in direct competition with industry giants like Meta, the parent company of Instagram and Facebook. However, whether Whee will be able to replicate the success of TikTok is still unknown.