WhatsApp becomes the latest Facebook-owned platform to clone Snapchat's Stories feature

The new feature is already being tested

WhatsApp is experimenting with a new feature similar to Snapchat Stories as Facebook continues its push to drive video ad revenue across its owned platforms.

The new 'Status' feature allows users to share mood-setting pictures and videos overlaid with various custom elements such as emojis before the content disappears 24 hours later.

In the beta of the new feature users now have a tab called ‘Status’ which sits between ‘Chats’ and ‘Calls'. The new tab goes beyond the traditional status message and is an entirely additional channel aimed at encouraging users to share visual content with their friends.

similar to Snapchat Stories, once a user has snapped a photo or recorded a video to share within this channel they have a range of editing tools allowing them to augment the content with the likes of such drawing or positioning emojis.

The update will help the Facebook-owned messaging service pave the way for video ad revenue by getting Whatsapp's network of one billion+ active monthly users more accustomed to sharing visual content.

It builds on earlier moves by Facebook to implement clones of Snapchat's hugely successful Stories feature across its various platforms including Instagram which launched Instagram Stories this summer. Facebook Messenger has also being testing a stories duplicate called Messenger Day.

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