Upon creating a profile, you can browse by mood, like "cute" or "sad." (Hence the emoji half of the name; the "cat" part is presumably self-explanatory.) A gander around the site suggests a mix of photos uploaded by users and those grabbed from elsewhere on the Internet, like this picture of Grumpy Cat.

"Catmoji is a serious business," the pair insisted. "We want to be the online identity for cats, i.e. Facebook for cats." They didn't explain their monetization plan, but hey--if they ever reach more than a few thousand users, it'll probably an easier way than Facebook for Fancy Feast to reach customers. The trick will be attracting cat-pic-crazed users away from niches within the massive platforms where they already spend their time, like Tumblr, Facebook and Twitter.

"Catmoji offers a different experience all together compared to those social networks," the founders explained. For one thing, there's the rather specific raison d'être. The site has an array of feline-focused features, such as the ability to choose one of several "catvatars." (This reporter went with a British Shorthair.) However, users can also share what they post to Facebook and Twitter.

For now there is no canine counterpart, "but maybe in the future."