Instagram adds private image & message sharing to take on rivals.

You no longer have to share your selfles, photos of your delicious latte or adorable puppies with all your Instagram friends. You can now share them with just one friend, or up to 15 friends, privately.

CEO of Instagram Kevin Systrom introduced Instagram Direct, a feature in the Instagram app that allows you to share your photos with smaller groups of people or with just a single friend.

"Instagram Direct is a simple way to send photos and videos to your friends," Systrom said at an event in New York City. "We wanted to make this about moments you share with your friends."

There we go #igers.