Instagram has announced a new private messaging feature called Instagram Direct, which will allow users to send a photo or video privately to up to fifteen followers. The direct messaging feature will work in real time, enabling users to tell which of their friends have viewed the photo. They’ll also be able to chat with friends in real time.

The popular photo-sharing app Instagram introduced on Thursday a messaging service that would let users send private photos and videos to their friends directly. Kevin Systrom, a founder and the chief executive of the company, introduced Instagram Direct at an event in Manhattan.