Instagram once wasn't the only application synonymous with grainy old-school style photos. There was Hipstamatic, too, which offered users a variety of lenses and filters to use when they snapped pictures with their smartphones.

But, unlike Instagram, Hipstamatic charged to download its application and charged for new lenses and filters. The application also required users to choose their lenses and photos before shooting an image, locking users into a filtered picture before they'd know what it would look like. Instagram won the battle of smartphone photos.

But Hipstamatic's founders aren't giving up: the company announced Wednesday it's launching a new photo-filtering service called "Oggl."

Oggl is Hipstamatic's attempt at building a social network focused around photos taken through its camera.

"For the first time ever, we're launching a new way to experience Hipstamatic's beautifully crafted lenses and films, and providing a way for our community to connect like never before," wrote Hipstamatic co-founders, Lucas Buick and Ryan Dorshorst, in a blog post.

According to The Next Web, the company has partnered with professional photographers to optimize filters for everyday situations like nightlife, sunsets and portraits for Oggl.

The difference between Hipstamatic and Oggl lies in the flexibility users have to craft their photos; instead of choosing what combination of lenses and films to use before taking a photo, Oggl allows users to make changes both before and after a picture is taken. Like Instagram, Oggl will record a user's geolocation and will upload a photo to the application's social networking website for wider viewing and curation. It will also let users share their photos over Facebook, Instagram, Twitter and other social networks.

And, like its predecessor, Oggl will feature packs of lenses and films for users to play with. There is, however, a key difference: users will have instant access to five lenses and films for free, but to unlock all of lenses and filters users will have to subscribe to Oggl's premium service for $0.99 a month or $9.99 a year.

That purchase will grant users access to all of Hipstamatics's current and future lenses and films.

The company says it will continue to produce new gear each month, and has no plans to shut down its Hispstamatic application.

Oggl is available for free by invitation only, and is available only on iOS.