Today at a press event in New York, Instagram founder Kevin Systrom has announced that the photo-sharing service is introducing private photo-sharing and messaging feature called Instagram Direct.

The feature provides the ability to send images to users, instead of broadcasting your photos publicly. According to new reports the  photo-sharing network’s CEO, Kevin Systrom, stated that Instagram is not about photography, but about communication. “If we were about photography, we’d be built into cameras,” Systrom said at a press conference in New York today. “But, we’re not built into cameras. We’re built into phones.”

Users will be able to send photos or videos directly to up to 15 people at a time. To share the image privately, you can use the one-to-one button at the bottom of the screen. You’ll be able to tell when the person has seen the photo by showing you a checkmark, similar to how Facebook messaging alerts you that someone has seen your message.

Click on Instagram Direct to learn more.

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