Microsoft has just unleashed WindUp, the Windows Phone equivalent of Snapchat that adds new features such as withdrawing messages and deleting photos.

Snapchat currently doesn't have a compatible version on the Windows operating system.

Snapchat is a photo messaging application where users can take photos, record videos, add text and drawings, and send them to a controlled list of recipients. These sent photographs and videos are known as "Snaps."

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WindUp can send text messages, messages with pictures, videos or even sound clips either from the live camera on the smartphone or tablet or from the gallery. The message sender can add the application's version of an expiration date, either setting the message to be deleted after a set number of views or after a limited amount of time.

Microsoft said the app's name comes from the chance to "wind up" user's friends as they hurry to view a user's most recent photo before it's deleted, never to be seen again.

The creation of a Snapchat rival isn't unique to Microsoft since social media giant Facebook released Slingshot earlier in June, the second application from its Creative Labs department.

Slingshot has exactly the same functions as the already established Snapchat. Facebook later acquired, Instagram, and released Bolt, an application with new features such as allowing a user to withdraw messages moments after being sent or deleting a picture.

The concept of employing a third-party company to sate its users thirst for famous apps isn't new on the Windows Phone Store. An app similar to Instagram was developed by Creative Labs after being pressured by Nokia.

#2InstaWithLove was an app that copied a few of Instagram's functions, even adding the hashtag to pictures shared on the social network.

WindUp is currently available for free download.

TagsWindows Phone, Nokia, snapchat, Instagram, WindUp, Copy