In a bid to expand its social media empire, ByteDance, the company behind TikTok, has quietly introduced a new app called Whee. This Instagram-like platform, currently available only in select countries, allows users to share spontaneous moments with close friends.
Limited availability
Discovered by Artem Russakovskii, Whee is now downloadable on Android devices but is not yet available in the United States or several other regions. The selective rollout suggests a cautious approach, possibly testing market reception before a broader release.
According to the app’s developers, Whee aims to “keep you connected with your close friends through life’s spontaneous moments.” The app functions similarly to Instagram, enabling users to capture and share real-life photos exclusively with their friends. This personal touch sets it apart from ByteDance‘s recent launch, TikTok Notes, which also mirrors Instagram’s features but targets a broader audience.
Unclear strategy
The launch of Whee raises questions about ByteDance’s strategy, given the recent introduction of TikTok Notes. Both apps offer similar functionalities, leading to speculation about the necessity of Whee. However, its focus on close friends and personal interactions could be a distinguishing factor.
Future prospects
As a soft launch, Whee’s future remains uncertain. It is yet to be seen if ByteDance will roll out the app globally or if it is merely a market test. For those in countries where Whee is available, the app can be downloaded for free from the Google Play Store.