BEIJING: ByteDance, the Chinese parent company of the popular video-sharing app TikTok, has silently introduced a new app called “Whee,” which is drawing comparisons to Meta’s Instagram. According to a report by Android Police, Whee is currently available for download in over a dozen countries, including India and Brazil, though it remains inaccessible in the United States.
Efforts to access the app from the US, even via virtual private networks (VPNs), have proven unsuccessful, as users receive error messages when attempting to log in. Despite these restrictions, screenshots of the app reveal a user interface reminiscent of Instagram but with a distinctive twist: a more intimate, friends-only sharing experience.
Unlike Instagram’s public account model where posts are visible to all users, Whee is designed specifically for sharing photos that are only visible to designated friends. This unique approach is highlighted in the app’s interface with phrases like “Share with friends only,” “Made for friends,” and “Like and comment only with friends,” underscoring its exclusive, close-knit community focus.
The app features a straightforward user interface with three main tabs for the camera, feed, and messages. Additionally, it includes an Instagram-like notification button at the top, ensuring users remain updated on their friends’ activities.
The launch of Whee follows ByteDance’s recent introduction of TikTok Notes, another Instagram-like app aimed at sharing photos and texts. It remains unclear why ByteDance opted to develop a separate app with a friends-only feature rather than integrating this functionality into TikTok Notes, similar to Instagram’s handling of private and public accounts.
ByteDance has not disclosed plans for a broader global release of Whee, leaving users in many countries wondering if and when they will gain access to the app. The strategic rollout in select countries may suggest a phased approach to gather user feedback and make adjustments before a wider launch.
