Instagram is testing a feature called “IG Candid Challenges” that appears strikingly similar to the core concept of BeReal, an app that has been dubbed the anti-Instagram for its focus on more “authentic” posts. On BeReal, users receive prompts at one random time each day to, you guessed it, “BeReal.” Then they have two minutes to snap and post an unfiltered front-and-back photo of what they are up to at that moment.
A Meta spokesperson confirmed to CNN Business that the IG Candid Challenge feature is being tested internally, without offering any additional information on it. “This feature is an internal prototype, and not testing externally,” said Christine Pai, a Meta spokesperson.
BeReal did not immediately respond to CNN Business’ request for comment.
In recent years, Facebook and its parent company Meta have come under criticism from lawmakers and some users for attempting to beat back competition by cloning core features. Just last month, Instagram faced a backlash from users, including members of the Kardashian family, who expressed frustration that the app was becoming too much like TikTok. Instagram eventually walked back some of its changes.
In going after BeReal, Meta may be battling to hold on to younger users, who seem to have flocked to the newer service. But Meta must also confront the reasons why some find the app enticing. One BeReal user and Georgetown University student told CNN earlier this year that he believes the app is popular because it’s an antidote to the pressures to look perfect online.