Microsoft has just joined the ranks of companies looking to capitalize on the success of ephemeral messaging apps like Snapchat. Through its Skype division, the company has launched a new cross-platform app for iOS, Android, and (of course) Windows Phone called Skype Qik. The premise of the application, as can be seen in the video above and screenshots below, is simple: you can record a quick video, and then share it to either one person in your address book or multiple groups of people.

Differentiating itself from some of the other players, the Skype-based solution is video-focused, and Skype is positioning it as a communication tool for in between full-scale Skype video chats. Notably, the whole service is connected to your phone number and existing contacts list, so it doesn’t require signing up with a standard Skype account. If you send a message via Qik to a user without the Qik app, the other person will be sent an SMS text message with instructions for downloading the Qik app to view the video message. This app is based on the technology from startup Qik, which Skype acquired a few years ago.

By default, videos will expire after two weeks, and you can also un-send messages at any time. A cool feature of Skype Qik is the ability to pre-record various 5 second GIFs that you can send as instant replies. So, if you don’t have the ability to send a live video reply, you can just choose one of your pre-record defaults. The app is free today on the aforementioned platforms, and Microsoft says that updates, such as one for blocking iPhone contacts (that feature is available today on Android and Windows Phone), will come often to enhance the feature-set.

You can view some screenshots of the iPhone app in action below:

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