Is Vero the new Instagram or just another Ello? The social media app launched in 2015 but is suddenly—and semi-mysteriously—blowing up, Time reports. Like Instagram, Vero is centered around sharing photos and videos. But unlike Instagram and its parent company, it presents posts chronologically, not based on what an algorithm thinks you want to see. Vero also doesn't have ads, although that means users will end up paying a regular subscription fee. The company is promising a "more authentic" experience for users. Here's what you need to know about Vero, including why its popularity boom was immediately followed by a #DeleteVero movement: