"It's hard to get the photos your friends have taken of you, and everyone always insists on taking that same group shot with multiple phones to ensure they get a copy," product manager Will Ruben said in a blog post.

"When you go to a wedding, for example, there are many people taking great photos throughout the day. You all want a quick way to share your photos with the friends who are in them, and get photos that you're in back. The same is true for smaller events too, like a kayak trip or a night out," Ruben said.

The new application allows users to create groups that sync photos to friends. Moments uses facial recognition technology to group photos based on the friends who are in them, similar to the "tagging" used by the Facebook social network.

The new app was launched Monday for users of Apple and Android handsets in the United States, and will be rolled out to other countries over time.