Amazon.com is reportedly working on launching its own messaging app called Anytime, according to a report from AFTV News. The retail giant has begun to survey its customers about potential features, although it’s not clear what form the final product will take.

AFTV News explains that Anytime appears to be “an all-in-one feature rich service that could even rival social networks,” with a focus on messaging, voice and video calls, and photo sharing, with users able to apply filters to pictures and videos, @mention other users, use sticker and Gifs, and play games. Users would be able to call (audio and video) other individuals or groups, contact businesses to order products or make reservations. According to the images taken from the survey, the service be secure and encrypted, and would work on a variety of desktop and mobile devices.

Amazon has already made inroads into the messaging and communications market in recent months. Earlier this year, it announced Chime, a video conferencing app for its business users, designed to compete with existing services such as Skype for Business or WebEx. Amazon also recently added voice calling and messaging features to its Alexa-equipped devices. Anytime appears to be a more ambitious product, one designed to compete against messaging apps such as Facebook Messenger or WhatsApp. We’ve reached out to Amazon for comment, and will update if we hear back.