In November, cloud-based messaging app Telegram launched Telegraph, a public publishing platform accessible to anyone with access to the internet, reports Venture Beat. This new tool will compete with similar services like Medium, but may also create competition for Facebook who owns WhatsApp and Messenger as well as Instant Articles, an online publishing platform designed for quick load time.

While the new Telegraph publishing platform is very easy to use, users can create media-rich stories or blog posts with photos and embedded files like YouTube or Vimeo videos or tweets.

Users don’t even need to have an account; they can remain anonymous. They just go to the Telegraph portal at telegra.ph, add a title, include ar name, and write and publish a story instantly. Each story gets its own unique URL, and it can also be published to a user’s Telegram channel, it can be viewed in Telegram’s Instant View layout or be shared via social media, says The Verge.

So why did Telegram create this app? That isn’t entirely clear, says Venture Beat, but as of February 2016, Telegram reported more than 100 million monthly active users, 350,000 new user sign-ups daily and 15 billion messages sent daily. This gives Telegram a huge audience.

From a subscription standpoint, it does not appear to have an immediate impact. Currently, the message app, Telegram, is free and will be free from subscriptions forever, but what about Telegraph? How will it be monetized? Advertising? Subscriptions? Sponsorships? Affiliate links? There are many possibilities.

In its announcement, Telegram said, “With Telegraph, your Telegram channel can run stories just like the mainstream media (although you may find it tricky to become biased).”

That makes us wonder if the purpose of Telegram is to compete with other publishing platforms like Facebook Instant Articles where a publisher of any size from anywhere around the world can publish a story. The key difference here is that Facebook allows the publishers to make money from advertising, but it doesn’t look like Telegraph has that option, at least not yet.

One feature that is somewhat concerning is the fact that articles can be published anonymously. I could type an article and use Kim Kardashian as my name, even though I actually wrote it. This allows writers to use any name they wish when publishing to Telegraph, which could spread misinformation and fake news, which is already a problem.

Insider Take:

It is exciting to see the ways that tech tools evolve, as they add more features to make themselves more useful and to better compete. In this case, what started out as a simple messaging app has blossomed into a publishing platform. There are benefits to using the platform, but there are also downsides, as we pointed out. We are curious to see how this tool will evolve, who will adopt it, who its biggest competitors will be and how Telegram will make money from it.