When Instagram Direct was launched, it was seen as the next messaging app to watch out for as most people expected the app to be as popular as the standalone Messenger app by Facebook. Facebook owns Instagram and people expected the company to work its magic and make Instagram Direct, the messaging app, as popular as Facebook Messenger.
Well, it looks like that was a dream and Instagram Direct will not get to be as popular as Facebook Messenger. In fact, Instagram Direct is being axed in the next few weeks and Instagram will no longer support it after that. This is the notification some users get when they open the app.
This was first shared by a Twitter user Matt Navarra as you can see below.
The notification also lets users know that their conversations will be moved to Instagram so they do not have to do anything. Instagram was not clear as to why it is axing the app but my guess is that not that many people are using Instagram Direct and the company does not see any financial benefits of having it around.
In a statement to TechCrunch, Instagram confirmed that it will stop supporting the app but was not specific on the reasons why. “We’re rolling back the test of the standalone Direct app,” a spokesperson told TechCrunch. “We’re focused on continuing to make Instagram Direct the best place for fun conversations with your friends.”
Instagram Direct first surfaced in December 2017 and was first rolled out in select markets as a test. Even though it is a good option, having a standalone messaging app for Instagram did not make sense for most people. Instagram did not do much to promote the use of this app and that is why most people do not know about it. The app is not available in all markets yet for reasons only known to the Facebook-owned company. With this, it is clear why Instagram Direct is being axed.