WhatsApp could put the brakes on Snapchat’s international growth with today’s launch of WhatsApp Status, a new tab for sharing decorated photos, videos and GIFs that disappear after 24 hours. It’s another Facebook-owned Snapchat Stories copycat, but the twist is that it’s end-to-end encrypted like WhatsApp messaging, techcrunch reports. 

WhatsApp tested the feature for beta users in November, and now the Status tab is rolling out worldwide on iOS, Android and Windows Phone. Users can watch updates from friends and reply privately, shoot and adorn their imagery with drawings and captions and send their creations to all their contacts they’ve chosen with a persistent privacy setting. Sending media to specific friends is still done through message threads.

Status could also open up new advertising opportunities for WhatsApp. If it followed Snap and Instagram’s lead, it could insert full-screen ads in-between friends’ Statuses.