Yahoo launched Livetext messaging app to rival Snapchat, Facebook Messenger and WhatsApp, according to the BBC.

Livetext will allow users to exchange live video, text and emoticons, but without audio. The app is available now for Apple and Android devices in the UK, U.S., Canada, Germany and France.

"We wanted to find that new and expressive way of communicating," said Adam Cahan from Yahoo at a New York media event to launch the app.

Yahoo says video calls can be better than texts for expressing emotions, but their audio component makes private conversations public. With Livetext, you message friends by typing, just like texting, but you see video of friends without the audio.

Cahan said the Yahoo team chose to focus on video without audio to encourage people to use the app in different situations. "We wanted to make sure there is no inhibition of answering or connecting," he said.

He said that they'd found with audio, in many situations, people "aren't willing to engage".

According to BBC, the app was tested in Hong Kong, Taiwan and Ireland, as well as some U.S. college campuses.