Twitter-owned Vine which was adding an option for private messages sent using the service's looping short videos.
Jason Toff, the product manager said in a blog post, "From Vine's early days, we recognized that there was a growing desire and need for private messaging on Vine. We've watched the community come up with some clever ways to send videos to their friends as we've been working on this solution. Now you can privately send Vine videos and text messages to your friends. You can even send videos to anyone in your address book, even if they aren't on Vine."
The new offering comes interest in smartphone messaging apps.
In October 2012, Twitter bought the small team at Vine, a startup based in New York, prompting talk the messaging service intended to do for smartphone video what Instagram did for pictures.
However, this year Facebook unveiled plans to buy the messaging service WhatsApp in a deal worth up to USD 19 billion in cash and stock that came after the service known for disappearing messages( Snapchat) reportedly turned down a USD 3 billion.
Another messaging app, Viber was scooped up this year by Japanese online giant Rakuten for USD 900 million.