Vero isn’t a new app: it launched in in July 2015 as a way for people to share photos and other content with friends and the wider world, with an emphasis on privacy and the promise of no advertising.

Two and a half years later, it has suddenly spiked to become the most popular app on Apple’s US App Store.

“A week ago, the app was ranked so low it didn’t even appear in the App Store’s top 1,500 apps… The app’s [now] pacing to add more than 500,000 users in 24 hours, and that’s just on iOS in the US,” explained Mashable in a profile of Vero’s overnight success.

The piece suggests that “frustration with Instagram’s algorithm” is one of the reasons people are giving Vero a try, with its entirely reverse-chronological feed that doesn’t filter out any posts from friends.

Whether that’s enough to spark such a sudden surge is extremely debatable though. Note, Vero does have some music links already: Charli XCX shared some exclusive behind-the-scenes footage of her latest video on the app last year.

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