Instagram has soft-launched Bolt, a photo-app that allows users to send a video or picture to someone and quickly deletes it once the file has been seen by the recipient. Meanwhile, a tech start-up has claimed that it already owned rights to the name.

BBC reported that Instagram introduced Bolt to expand business and to rival Snapchat, a mobile application that is trending nowadays because of its "time-limited" user access to sent photos and videos.

Bolt enables a user to "tap on a friend's face to send a photo instantly, or long-press on their face to send a video", while shaking their devices will "undo an accidental Bolt," The Verge reported.

The Bolt app, which is currently available in Singapore, South Africa and New Zealand only, is already facing conflicts and possible lawsuits due to the use of the brand name.

However, a tech start-up claimed that it is already using the brand name. According to BBC, the CEO of the small company, Andrew Benton, is appealing to Instagram regarding the use of the brand name. Benton's Bolt app lets users make free calls to family and friends who also uses the app. Benton said that he is willing to share a list of brand names his company has thought over to Instagram to be able to retain the use of Bolt.

Benton wrote: "We've worked really hard... building the Bolt brand and technology to where it is today. Please don't destroy all that effort.

"I know you haven't forgotten how hard it is to build something from nothing. And not just technology, but a brand and distinct identity for yourself."

"We don't want a legal battle over this, and we think it's not too late for you to consider an alternate name before launch," Benton said.

BBC reported that Instagram has not commented about the claims and appeal to change the app's name.