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The only novel feature of Livetext is that, unlike other video messaging apps, it has no sound. Companies can now post messages to you. The lack of audio, the company says, removes inhibitions that people might feel when they otherwise receive video calls in public.

Yahoo is releasing a mobile messaging app that combines texting with live one-on-one video. The tech giant hopes it will prove a worthy rival to WhatsApp, Snapchat and others.

The app is already available in Hong Kong and Taiwan, and will arrive in the US, Canada, UK, France and Germany on Thursday for smartphones running on iOS or Android operating systems. The tech giant hopes it will prove a worthy rival to WhatsApp, Snapchat and others.