New York (CNN Business)Unlike many other social media platforms, Snapchat has been available only on mobile since its launch over a decade ago. But on Monday, the company launched a web-based version of the popular messaging app.

The goal is to give users the freedom to switch between their phones and computers, all while continuing their conversations on the platform. But the new desktop option could also help Snapchat (SNAP) take on a surprising rival: Zoom.

While Snapchat is known for letting users send disappearing chats and photos, called snaps, video calling has become a popular feature of the app, according to the company. Snapchat said its app hosts more than 100 million video calls each month with up to 15 participants each. Now, it hopes that service will become easier and more pleasant to use when people join those calls from a desktop.

The idea is similar to video calling services such as Zoom (ZM), which exploded in popularity during the pandemic, but with some selling points unique to Snapchat. Users will be able to initiate calls more quickly and easily because they're already connected to friends and can see when others are online, according to the company. Snapchat's signature photo lenses — the ones that can make users appear to have dog ears, freckles or other features — will also soon be available for video calls on the web version.

Like with the app, the web version of Snapchat opens directly to the camera to encourage users to send photos to friends. In a sidebar, users will see a list of their recent friend conversations, where they can open snaps or start a chat. The web version won't include all the features of the mobile app, such as the "Snap Map" where users can track their friends or the discover section — at least to start, according to the company.