TikTok parent company ByteDance has launched an Instagram competitor, but there's a catch - only select audiences can view it.

The tech giant quietly published a new application called Whee earlier this month without any formal announcement.

It is billed as a social platform designed to "keep you connected with your close friends" through the sharing of "real-life photos that only your friends can see."

Whee is available in a dozen countries excluding the United States. American users can download the app, but won't be able to log in.

Attempts to log in after somehow downloading the app from the Google Play Store in the US resulted in an error message, and even using a virtual private network (VPN) proved unsuccessful, according to the report.

However, according to screenshots of the app, Whee presents a familiar interface, reminiscent of Instagram, but with a more intimate twist, specifically tailored for sharing photos visible only to designated friends.

This stark departure from Instagram's public account model, where posts are visible to all, marks an intriguing differentiator for the app, according to the developer.

The friends-only approach is even emphasised in the screenshots, saying, "Share with friends only", "Made for friends", and "Like and comment only with friends", the report said.

According to the screenshots, the app has a simple user interface with three tabs for the camera, feed and messages.

It also features an Instagram-like notification button at the top.

However, the launch of Whee comes after ByteDance's recent launch of TikTok Notes, another Instagram-like app for sharing photos and texts.

It is unclear why the app's friends-only functionality couldn't be integrated into the Notes app, similar to how Instagram handles private and public accounts.

Additionally, the company hasn't revealed when or if Whee will be available worldwide.