Instagram Direct is the newest feature to grace the retro filter-based photo social network. Implementing private text, image, and video messaging for a select user, from 1 to 15.
Apparently, CEO Kevin Systrom believes that this is a just a supplementary feature of Instagram, not designed to compete with competitors like WhatsApp or Snapchat: “Sometimes you want to be able to share not with everyone, but just with a specific group” — this can be true.
To make the feature viable and non-intrusive, a simple inbox has been added to the Android and iOS versions of the app, which would allow you to receive and send the private information.
Via: Instagram Blog