Yahoo has announced the release of a new messaging app Livetext, which enables users to chat with friends by sharing video and text, but without any audio.

The app is clearly positioned to rival services like WhatsApp and Snapchat which have seen great success among young consumers, with Snapchat in particular able to demand huge fees for advertising thanks to its teenage audience.

While the app doesnt include advertising at the moment, it does represent another move in Yahoos increasing shift towards mobile that has occurred since Marissa Mayer became the firms CEO three years ago.

The app enables users to exchange live video, much like a video call, with a text and emoticon feed overlaid on the bottom half of the screen. According to Yahoo, the app combines the expressive nature of video calls, with the privacy of texts, enabling users to communicate in situations where making a call may not be appropriate.

Currently, the app only allows for one-on-one chat sessions, and while group sessions werent ruled out as a possible addition, they dont appear to be a priority. If users attempt to contact you and you are unavailable (or already in another chat), you still receive their text messages, but no video content.

“We see video as a way to make your conversations more authentic, and we see text as a way to connect thats quick and non-intrusive,” said Arjun Sethi, senior director of product management at Yahoo. “Connecting with your friends should be spontaneous, convenient and memorable – but also fleeting, just like a real-life conversation.”