How does it work?

1. A user will receive a notification telling them it is time to post.
2. The user then has 2 minutes to take and post a photo onto the platform (this uses the front and back camera) of what they are doing at that moment in time.
3. This 2-minute window could be at any time in the day and will happen every day. Everyone within a certain distance will get the notification at the same time, but this time changes every day (so, you never know when!)
4. Users cannot see their friends’ images until they have posted themselves.
5. The images will then disappear after 24 hours. The individual user can view their previous memories, but they are not public to others.
6. You are then able to comment and react to friends’ image using the 6 standard emojis and Real Moji’s (or sometimes called Me Moji’s) – they are essentially small images of you instead of an emoji. For example, a small image of you with a thumbs up rather than the emoji version.

What makes this platform stand out for the better?

It is focused on friends and not followers. Unlike other platforms, it does not reward likes, filters, or followers but instead encourages a genuine snapshot in time.

There is less opportunity to engage with strangers. You can set your image to only be viewed by ‘friends’. If you post a photo which can be viewed by ‘everyone’, only your friends can comment on this. There is no private messaging feature – so no strangers trying to send you messages through direct (DMS) or private (PMS) messaging.

There is no algorithm designed to keep you on the app for hours at a time. The app asks you to post at one moment in the day, and once you have caught up on your friends’ photos/those on discovery (which theoretically are posted at the same time) then there is very little else to do on the app.

What are the dangers I need to be aware of?

While the app has reduced the risks that exist with other platforms such as removing the ability to directly message one another – like you can on other platforms – this social media platform is not without its risks.

Not only is it dangerous to share your location (which this app does/can with each image), it could also allow others to get to know your routine and know where you are at particular times in the day.

Knowing what your friends are doing at the same time as you could have social implications – if a user sees all of their friends doing something at that time and they were not invited, for example or could cause you to compare yourself to another person.

The app uses both the front and back camera (but when you take the photo, this isn’t necessarily clear) which means if you do not take extra care to be aware of your surroundings, you may share something that you do not want others to see particularly when you are rushed to take an image within the 2-minute window.

If you decide to post publicly then this will appear on the Discover Page and anyone around the world can see this content.

Many parents tell us how difficult it can be to get their child(ren) or teen to put down their phone, this app could encourage phone attachment further. Users will not want to miss their posting time (it is clear to your friends on the app if you have missed it or posted late, and how many times you have retaken a photo).

There is potential for inappropriate content to be both posted and observed on the app. While ‘Terms of Use’ states any ‘sexual or pornographic, or related to hate speech, extremism, violence, suicide, or self-harm’ content should be reported by the user (Photos, emojis, and comments can all be reported), the company is not required to monitor the information posted and there is little regulation for preventing this.

What can we do as parents?

1. Let them know that it is OK to come to you if they feel uncomfortable or upset about anything they come across on the site.
2. Remind them you are there to support them and not to judge.
3. Ask them to consider their behaviour and their surroundings when using the app.
4. Remind them that whatever is posted online can be there forever, even if an app claims that it will only be visible for 24-hours, someone could screen record or screen grab your post.
5. Accounts are private by default, this means posts are only visible to friends, if you are concerned, you can remind them to keep their account onto friends only.
6. Friends can be removed from your friends list very easily, giving more control to the user on who can see, react, and comment with their posts. Simply click the red ‘x’ in the Friends tab.
7. You can report upsetting content by selecting settings on a photo and tap ‘report’.

*App Update April 2023*

A new bonus feature has been launched on the app in the UK. If a user posts within the 2-minute window, they can then also post additional photos (up to 3 times a day). Those who miss the 2-minute window will not be able to use this feature.