Facebook, during all its years of expansion, has been focused on one thing above all else: getting people to spend more time its social network.
Both Facebook and Instagram's mobile apps will be getting optional features to curb the amount of time users spend with them.
The new tools can be accessed in the settings page of Instagram under "Your Activity", or Facebook, under "Your Time on Facebook", a joint statement from Instagram Product Management Director Ameet Ranadive and Facebook Director of Research David Ginsberg said.
The features include daily and weekly data on time spent within each app, a feature for temporarily muting push notifications, and a daily reminder system to notify you when you've hit a self-designated cut-off time for the day.
The Silicon Valley giant has revealed that it's releasing a new tool to try and limit how much time people spend on its apps.
Shares dipped 93 cents, to $171.65.
Facebook has a responsibility to help people understand how much time they spend on its platforms so they can better manage their experience.
We developed these tools based on collaboration and inspiration from leading mental health experts and organizations, academics, our own extensive research and feedback from our community.
The updates are called "Your Time on Facebook" and "Your Activity".
Both Apple and Google also have "time well spent" features allowing parents to limit their children's screen time.
But while the tools might seem potentially useful - or even just interesting - you're not going to stumble across them by accident as Facebook has done a pretty good job of burying them out of sight. It's our responsibility to talk openly about how time online impacts people - and we take that responsibility seriously. Now, Facebook has formally announced the new features, which will be "rolling out soon". Tap any bar to see your total time for that day.
Another tool lets you set daily limits for yourself.