West Hollywood dating app Tinder on Thursday unveiled a disappearing photo feature in an apparent challenge to Venice app maker Snapchat.

Called “moments,” the new feature lets users share photos with matches. The photos disappear after 24 hours – a full day longer than Snapchat’s 10 seconds. The feature is accessed with a small camera icon. People can also draw on the photos or otherwise mark them up as their own.

The feature is part of an effort by Tinder, which counts IAC/InterActiveCorp of New York as its majority shareholder, to move beyond the perception that the app is primarily just a place to find a hookup.

Tinder Chief Executive Sean Rad told Time magazine that the ephemerality of the photos is meant to “take away that pressure of wanting to make it perfect and allow you to be more yourself.”