Whee, a TikTok app between Instagram and BeReal

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TikTok has quietly launched its new photo-sharing application, Whee, in a dozen countries.

Back in April, we reported on a leak suggesting that TikTok was planning to launch a new photo-sharing platform. Now it's done! ByteDance has just launched Whee, a new application with an emphasis on privacy. According to Whee's creators, the app aims to "stay in touch with your closest friends" and take "real-life photos in life's spontaneous moments". An app halfway between Instagram and BeReal, with an emphasis on authenticity.

The main features of Whee, TikTok's photo application

• Personal sharing: unlike Instagram, Whee is designed to share photos that only friends can see, emphasizing a friends-only approach.
• User interface: The application features a simple user interface with three main tabs: camera, feeds and messages, as well as an Instagram-style notification button.
• Availability: Whee is available for download on Android in over a dozen countries.

To register, you need a TikTok account. In fact, there's no option to sign up directly via the application itself. And for those who do have a TikTok account, you'll have to start from scratch. Indeed, Whee does not currently allow you to import your list of friends, follows or followers from TikTok. However, the application will still recommend accounts you may know or have interacted with to help you with the integration process.

ByteDance provided no information on a worldwide release, indicating a "soft launch".

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In the realm of social networking, competition is fierce

Whee's launch follows a trend for social media platforms to borrow features from each other. Instagram has adopted stories and reels from Snapchat and TikTok, while TikTok has introduced its Notes app, similar to Instagram's Threads .

While TikTok has indicated that Whee is primarily focused on displaying photos shared by friends on your feed, it remains to be seen whether or not it will implement its parent platform's algorithm to automatically serve content or even display ads in the future (it wouldn't be surprising if it did, business as usual).

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