Instagram’s New ‘Bolt’ App Faces Legal Challenge Over Name Conflict
The Battle Over the Bolt Brand
Andrew Benton, founder of the existing mobile voice app Bolt, has publicly challenged Instagram over its decision to launch a photo-messaging app under the same name. In a strongly-worded blog post, Benton urged Instagram to reconsider its naming choice to avoid potential legal action.
Key Points of Contention
- Trademark Status: Benton’s company has a pending trademark application for “Bolt” in mobile messaging
- Market Presence: The original Bolt app has been operational for a year
- Brand Confusion: Both apps feature similar pink-hued logos with white lightning bolts
- Future Plans: Benton claims Instagram’s move could block his company’s expansion into messaging
Background on the Instagram Bolt Leak
Last week, Instagram users reported seeing banner ads for a mysterious “Bolt” app described as “one tap photo messaging.” While initially speculated to be:
- A new Instagram product
- A Facebook-owned app
- A test advertisement
TechCrunch has since confirmed the app is indeed an Instagram product expected to launch imminently.
The Core Legal Issue
Benton explains the fundamental problem:
“By launching a photo messaging app they would effectively preclude us from continuing to develop our service into messaging, which we are currently working on and plan to launch this fall. This has been our plan all along, and has been a major part of every investor pitch we’ve made.”
Facebook’s History of Name Conflicts
This isn’t Facebook’s first naming controversy. The company previously launched “Paper - Stories from Facebook” despite the existence of the popular drawing app “Paper by FiftyThree.”
What’s at Stake
- For Benton’s Bolt: Potential loss of brand identity and future business opportunities
- For Instagram: Possible legal challenges and negative publicity
- For Users: Potential confusion between two distinct communication services
The situation highlights the growing challenges of app naming in an increasingly crowded digital marketplace.
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