It's official: more than 100 million people are sharing filtered photos of their trendy dinners and handsome pets.
Instagram recently announced the milestone, reporting that in two and a half years, the popular image-sharing service has surpassed 100 million users.
"It's easy to see this as an accomplishment for a company," co-founder Kevin Systrom wrote in a blog post, "but I think the truth is that it's an accomplishment for our community."
In a nostalgic post, Systrom returned to Instagram's first offices: a couple of rented desks in a co-working space on a pier overlooking the San Francisco Bay. He remembered a "particularly unforgiving and chilly " autumn evening in October 2010 - the local baseball team was playing roughly half a mile away, and only a few thousand people around the world were using Instagram.
"We had a sense that maybe through Instagram we could tune in to what was happening just a few steps away," Systrom wrote. "With a few quick commands at his terminal, my co-founder Mike [Krieger's] screen filled with images of the game: the bullpen, dugout, concession stands, cheering fans and a panoramic view from somewhere up high."
Now, people are still capturing the world in real-time, but on a much grander scale. Facebook bought the company for a reported $1 billion (£659.5m) last year, and in January, Instagram hit 90 million users.