Chat apps are well known to rely on infrastructure that scales up exceedingly well. That is why there are so many of them, and why they all have 100 tech employees or less.
Instagram at the time of the acquisition could have run on 20 servers plus S3. Today's Instagram, along with today's Twitter, does a lot of work that is super-linear in user count, and has something like 2000 engineers. Timeline building is reportedly O(n^2) in user count. The scale difference has a huge effect.
Notice that chat apps have no equivalent to "timeline building." The worst scale factor a chat app has is linear.