Instagram pulls plug on its Direct standalone messaging app

Anne Freier

In Mobile Advertising. May 17, 2019

Instagram has made the decision to shut down its standalone messenger app, which was never really a thing to begin with.

The popular photo app had originally launched Direct for testing in select countries including Chile, Israel, Italy, Portugal, Turkey, and Uruguay back in 2017.

The app design was a close rip-off of Snapchat. However, it failed to take off and as a result Instagram will no longer support it, according to a notification spotted by social media commentator Matt Navarra.

 

It’s not entirely clear when Instagram will be pulling the plug on the app, however, any conversations will seamlessly move to the main app instead.

The move comes at a time when Facebook prepares to collate its messaging services across WhatsApp, Facebook and Instagram to allow users to send messages from one app to another.