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Instagram’s latest assault on Snapchat, FaceTime and Houseparty launches today. TechCrunch scooped back in March that Instagram would launch video calling, and the feature was officially announced at F8 in May. Now it’s actually rolling out to everyone on iOS and Android, allowing up to four friends to group video call together through Instagram Direct.

With the feed, Stories, messaging, Live, IGTV and now video calling, Instagram is hoping to become a one-stop-shop for its 1 billion users’ social needs. This massive expansion in functionality over the past two years is paying off, SimilarWeb told TechCrunch in an email, which estimates that the average U.S. user has gone from spending 29 minutes per day on the app in September 2017 to 55 minutes today. More time spent means more potential ad views and revenue for the Facebook subsidiary that a Bloomberg analyst just valued at $100 billion after it was bought for less than $1 billion in 2012.

One cool feature of Instagram video calling is that you can minimize the window and bounce around the rest of Instagram without ending the call. That opens new opportunities for co-browsing with friends as if you were hanging out together. More friends can join an Instagram