Samsung is creating its own social media network and calls it Waffle. This newest creation of the South Korea-based tech company will enable users to post a photo to their friends, annotate them by drawing in the photos' grid or even add their own pictures.

The product is being developed by the company's C-Lab, a type of skunk works department which is tasked to create and test new products. According to a statement issued by the consumer electronics company, "Waffle offers a new, differentiated service that illustrates multiple points of view to generate a collaborative story." 

The product is currently, under beta testing in Android, and Samsung does not want to call it a social media network, but a platform of sorts.

It was named Waffle after its grid-like appearance. If a user post a photo or any image, his friends or followers can also add their own images, videos and write texts on them. The app will then present the collaborative creation in its waffle-like grid.

"Waffle enables users to add their own perspective to someone else's content and vice versa," said Joseph Kim, the project's Creative Leader in a company statement. "These doodles, images and messages converge into entirely new content," he added.

Technically, the grid is almost infinite since users can expand them in every direction they want. A Samsung statement said that this feature enables them to create what would be like "a communal graffiti wall," since each grid contributor adds a piece to make the whole 'wall' bigger.

For instance, one can post an image of a cat on top of a wall. Other contributors to the grid can fill in the nearby wall parts under and above the sky with additional images or drawings.

Samsung just recently launched Waffle on SXSW in Austin, Texas. But it is not definite what the company will do with its latest creation.