Seven months after launch Instagram's messaging service, Instagram Direct, is finally being embraced by users.
Got the message?
Now 25 per cent of Instagrammers use Direct, or over 45 million monthly active users.
The feature allows users to send private photos and videos to one another, similar to Snapchat and WhatsApp.
The direct messaging space is one that's quickly heating up. Snapchat and WhatsApp dominate, while the bigger platforms like Facebook and Twitter have struggled to keep pace.
Remember that Facebook, which owns Instagram, recently bought WhatsApp for US$21 billion.
As Facebook looks to boost its own fledgling messaging service, it will be interesting to see how the social network ensures the popularity of Instagram Direct doesn't draw users away from its other prized possessions.
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