It got shortened... to just "app".
But, to be honest, I think this is a horrible move. Make clear that WP will move more in the direction to become more Social. I have thousands of contacts saved that I have no intention of having any social interaction that is not straightforward. My mechanic, the person who cuts my hair, my gardener, a girl I met yesterday, the person I sold my car to. With all these, I interacted using Whats app. But with none of them, I want to share what I share with my friends, my relatives etc.
My facebook is frozen exactly because of this. WP, especially its groups, was a territory of segregated interaction, this was spectacular. Facebook inc could kill this by including functions like that.
I remember when MSN, Skype, and others message programs have tried put a feed inside their app. They failed.