By Natasha Baker

TORONTO (Reuters) - Text messaging is fast and efficient but a new video-sharing application aims to put users in the picture.

The London-based company Six3 has launched a new video-sharing app by the same name that will enable users to send short video messages as easily as sending a text. Whether it is a business traveler trying to stay in touch with family, or a teenager connecting with friends, the app aims to combine the convenience of texting with the intimacy of video.

"It's easier to send a video message than a text message if you're walking down the street because you don't need to look down and tap away at tiny buttons. You just talk straight into the camera," said Tim Grimsditch, the co-founder and CEO of the London-based company Six3.

Users can also record a message, which must be less than 63 seconds long, and send it to other people using the app, or email it and send it to Facebook contacts.

It can also be used to send public messages via Facebook and Twitter and there are Instagram-style filters, that can add color, or contrast and other effects, that can be overlaid on the videos.

Grimsditch said most people using the app are business travelers and parents with young children. But "video natives," 25-year olds who grew up using video recording devices, are the most active users.

"They're using the app in a much more day-to-day, casual style because they have used video communication technologies their whole lives," Grimsditch explained.

"The text message started with the teens and very rapidly spread north up through the age groups," he added.

The idea for the app, which is available on iPhone now with plans for an Android version, originated when a company executive had difficulty sharing the experiences of his son growing up with family and friends who did not live nearby.

"He was surprised by just how difficult it was to communicate in an emotionally meaningful way," said Grimsditch, adding that video calling services such as Skype require coordination ahead of time.

With the increase in texting, the company thought the time was right to launch the video messaging platform. Since February when it was launched in beta, the app has over 12,000 users.

Grimsditch said it is possible to send a video as a text message, but added that the app maintains the quality of the video and provides a coherent way of sending video across various platforms.

The company plans to release an Android app in the first half of 2013, as well as premium services such as editing tools to monetize the app.

But can video messaging replace text messaging?

"Over time text messages will only be used for sharing small bursts of information, an address or a meeting time or date, while video messages will be used for almost all family, social and professional communication," Grimsditch predicted.

(Editing by Patricia Reaney and Diane Craft)

Earlier on HuffPost:

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  • Camera Awesome

    The free app from SmugMug is more of a wholesale camera app than a filter specialty app -- its specialty "Awesomize" button is a powerful auto-fix button with a great name -- but it does come with a healthy serving of 9 Instagram-like camera filters; these filters can be used with a cool sliding scale functionality of distortion so that you can choose the hipness level you hope to achieve with the filter. It's super popular in the app store, and it also reminds me of <a href="http://en.wikipedia.org/wiki/Mike_Awesome" target="_hplink">the late great WCW/ECW wrestler Mike Awesome</a>, who delivered one of the greatest Power Bombs professional wrestling has ever seen. Wait, what were we talking about? Oh, right: Filters. There are also 63 more filters available for download; you can pay $0.99 for 9 filters or $3.99 for all 63. <a href="http://itunes.apple.com/us/app/camera-awesome/id420744028?mt=8" target="_hplink">Camera Awesome is free in the iTunes App Store</a>.

  • Pixlr-o-Matic

    Pixlr-o-Matic is your standard phone camera, plus a whole lot (A WHOLE LOT) of really nice filters and aftereffects for your pictures. In addition to 25 Instagram-like filters that can be added after the picture is taken, Pixlr-o-Matic adds 30 free light effects that integrate with your photo, as well as a large selection of borders. If you upgrade to Pixlr-o-Matic PRO for $0.99, you can add dozens more filters and effects, and perhaps learn how to pronounce "Pixlr-o-matic" (my best guess: pix-lur-o-MAT-ic). BONUS: Pixlr-o-Matic also comes with a desktop app, which you can <a href="http://pixlr.com/o-matic/" target="_hplink">try out right here</a>. Go on, make funny faces at your webcam at work! Pixlr-o-matic is <a href="http://itunes.apple.com/us/app/pixlr-o-matic/id450263811?mt=8" target="_hplink">free in the iTunes App Store</a> and <a href="https://play.google.com/store/apps/details?id=pixlr.OMatic&hl=en" target="_hplink">in the Google Play Store</a>.

  • CamWow

    CamWow is a camera app that's all about effects; unlike Pixlr-o-Matic and Camera Awesome, CamWow adds the effects in real-time, so you can see what the filters will look like as you're taking the photo. Instant gratification, as Rupert Wainwright might have said. The free version of CamWow is essentially pointless: A banner ad stretches across the bottom of the app, and you have to pay $1.99 to remove a hideous, Word Art-looking CamWow watermark from your photo. CamWow is "free" in <a href="http://itunes.apple.com/us/app/camwow-free-photo-booth-effects/id418368641?mt=8" target="_hplink">the iTunes App Store</a> and with a $1.99 in-app purchase you can really try it out.

  • Hipster

    No, this app doesn't show you what you would look like if you wore skinny jeans and smoked like a French person; rather, Hipster is a photo-sharing platform that turns your pictures into rectangular postcards of a sort. You can add text and a location to your photos (that's where the "postcard" analogy comes in), as well as a selection of 10 filter "themes." Like Instagram, Hipster boasts an active community of photo-sharers. Full disclosure: AOL, Huffington Post's parent company, <a href="http://techcrunch.com/2012/03/15/aol-snaps-up-hyper-local-photosharing-app-hipster/" target="_hplink">recently acquired Hipster</a>. Hipster CEO Doug Ludlow <a href="http://techcrunch.com/2012/03/15/aol-snaps-up-hyper-local-photosharing-app-hipster/" target="_hplink">confirmed to TechCrunch</a>, however, that the app will live on. Too bad Hipster went totally corporate, though, man, it was so much better when no one had ever heard of it. I was actually the fourth person to ever download Hipster, and man was it just <em>a raw experience</em> back then. Hipster is free <a href="http://itunes.apple.com/us/app/hipster/id461983020?mt=8" target="_hplink">in the iTunes App Store</a> and requires a signup.

  • Picplz

    Picplz is another social photography app with a strong set of filters for you to augment your pictures with, as well as a huge photo editing suite powered by Aviary. It is also difficult to pronounce ("Pic-pullz"? Who taught these Silicon Valley types to spell, Professor Icanhascheezburger?) Anyway, since we're looking at filters: Popular ones include the "Russian Toy Camera" and "The 70s"; there is also an option to draw on and "meme" your photo, which you can see above. The real appeal of Picplz, however -- more so than the filters, and more so than the social component, might just be its robust in-app editing capabilities. If you don't know Aviary, it's a lightweight photo editing app for the web <a href="http://www.aviary.com/" target="_hplink">that you can check out here</a>; on a social photography app, it's killer. Picplz is available for <a href="http://itunes.apple.com/us/app/picplz/id382339383?mt=8" target="_hplink">free on the iTunes App Store</a> as well as <a href="https://play.google.com/store/apps/details?id=com.picplz.rangefinder&hl=en" target="_hplink">on the Google Play Store</a>.

  • Tadaa

    Speaking of excellent free iPhone cameras with a heavy focus on filters: Tadaa is a beautifully designed app with a ton of filters that can be viewed in real-time and adjusted after the fact, as well as options for rapid-fire shooting and tilt-shift photography (the thing you can use to <a href="http://en.wikipedia.org/wiki/File:Oregon_State_Beavers_Tilt-Shift_Miniature_Greg_Keene.jpg" target="_hplink">make it look like you're shooting miniatures</a>). It's one of the best, folks. The interface -- especially on the touch-calibrated editing suite -- is slick and attractive, and Tadaa also features a growing social photography community. Check it out. Tadaa is <a href="http://itunes.apple.com/us/app/tadaa-hd-pro-cam/id410005685?mt=8" target="_hplink">free on the iTunes App Store</a> .

  • EyeEm

    EyeEm encourages sharing photos of a similar type: There are groups for photos of New York, and for photos of coffee, and for photos of French fries; that means you can take a picture of your French fries, show other people who photograph French fries what you've done, and then look at photos other people have taken of French fries. Or, you know, whatever -- maybe I'm just hungry for French fries. The camera itself also features filters and a good selection of borders to hipster-ize your work. Logging in through your email or Facebook is required. EyeEm is free in both <a href="http://itunes.apple.com/us/app/eyeem-photo-filter-camera/id445638931?mt=8 " target="_hplink">the iTunes App Store</a> and <a href="https://play.google.com/store/apps/details?id=com.baseapp.eyeem " target="_hplink">the Google Play Store</a>.

  • Camera+

    One of the most popular third-party cameras for iPhone, Camera+ is probably most well-loved for its well-designed, easy-to-use Lightbox editing suite. Lucky for those fleeing Instagram, that Lightbox also contains a huge set of filters and borders. It doesn't come with a social network of its own like Instagram does, but if you're looking for an excellent camera first with Instagram-like filters second, Camera+ is a safe, attractive choice. Camera+ is <a href="http://itunes.apple.com/us/app/camera+/id329670577?mt=8" target="_hplink">$0.99 in the iTunes Store</a>.

  • Hipstamatic

    Hipstamatic takes the Instagram/Kodak connection to the next level: Where Instagram borrowed the filtered look from the venerable photography company and ported it onto the iPhone, Hipstamatic borrows the whole dang camera. Shooting with the Hipstamatic camera, you choose your film, your lens, and your flash -- the different combinations result in different effects. The standard app costs $1.99 and comes with three different flashes, and film rolls and four different lenses -- you can buy more of these with "Hipstapaks," available to purchase inside the app. It's fun to use, if only because it might be the only camera for the iPhone on which you have no idea what your final product is going to look like until after it is "processed." Hipstamatic is $1.99 <a href="http://itunes.apple.com/us/app/hipstamatic/id342115564?mt=8" target="_hplink">in the iTunes App Store</a>. If that's too mainstream for you and you're looking for a free alternative (BONUS APP), check out Retro Camera Plus <a href="http://itunes.apple.com/us/app/retro-camera-plus/id403503545?mt=8" target="_hplink">in iTunes here</a> and <a href="https://play.google.com/store/apps/details?id=org.urbian.android.tools.vintagecam&hl=en" target="_hplink">for Android here</a>.

  • THE HUFFINGTON POST

    Companies insist Instagram will stay the same after Facebook's biggest acquisition ever.