Why it’s a hit

The app has been downloaded more than 25 million times already and is currently ranked No 1 on the App Store’s list of top free apps.

Many users have shown interest in the move towards using a photo-sharing app without the filters that are found on TikTok or Instagram and without receiving ads.

It’s also won users over as there’s no need to focus on gaining “likes” and “follows”, which can be bad for a person’s mental health.