The largest social media platform is launching Messenger Day as an upgrade to its messaging service. Facebook tries to play catch up with its competitors such as WhatsApp and Snapchat that have their own "daily stories" features in its app.

Messenger Day is rolling out for everyone at the top of Facebook's chat app with iOS and Android updates. The feature lets the user share with the public or a friend, photos, and videos with filters or decorations that eventually disappear after 24 hours. Netizens and social media users have found the new Facebook feature like Snapchat stories.

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Last year, Facebook released a new fast and powerful built-in camera in Messenger. Many found the update surprisingly fun as users were seen enjoying its visual tools including the art effects and Mardi Gras frames. Notably, such were already experienced in Snapchat.

Snapchat popularized and innovated the camera connectivity between users. Zuckerberg's company then run a series of tests for the Messenger Day in a dozen countries like Poland and Australia. After gaining millions of users, Facebook rolled out the feature globally on Mar. 9.

"You're always in control of who can see your day - share it with everyone, or choose specific friends and family members on Messenger," Facebook Head of Product Stan Chudnovsky wrote in a blog post. Like Snapchat, everything posted in Messenger Day disappears after a day and it provides the freedom to add as many people as the user want.

David Marcus, Facebook VP, adds that Messenger Day could potentially become one of the app's first revenue streams as the company plans to insert advertisements in between posts. Snapchat, on the other hand, saw a dip in its shares on the day its rival announced the latest feature.

Reports claim that although it seemed like Snapchat clones, Facebook isn't afraid to copy because it's a fundamental content medium bigger than others. Facebook has attempted to buy Snapchat in the past that resulted in wasted efforts. Since then Snapchat's popularity and worth skyrocketed with $34 billion market cap at its initial public offering. Facebook acknowledge the competition and released features in Messenger app like its rival.

Snapchat stories were becoming less popular with a remarked slow user growth last year. The camera company even said Instagram stories could be a competitor. Facebook is ultimately taking a risk with Messenger Day, although it is enjoying wide popularity now, its success is a tad bit early to catch up with Snapchat.