What’s the easiest way to start video chatting in a group? With Skype or Google Hangouts you need an account and to know your contacts’ accounts to get chatting. It’s clearly more friction than Appear.in, a Norwegian startup allowing anyone to start video chatting with up to eight people by just clicking or typing in a room name.

Now we hear that Appear.in has released a new version of their developer API that allows anyone to integrate a video room into any web page or blog with one line of code.

“We think that there is a lot of potential for increased use of video in all kinds of services and we have decided to go down this route based on the requests we’ve been getting from people all over the world who want to use appear.in in their products, like telemedicine, online tutoring, language learning etc.,” says says Ingrid Ødengaard, product marketing manager.

After thinking about it, it’s surprising that more startups aren’t taking advantage of the cameras in everyone’s smartphone or laptop to connect people better.

Our goal is to offer something a bit different from other WebRTC platform vendors. We aim to become “the YouTube of video communication”, by enabling our users to embed us anywhere, and instantly get the simplicity and usability that we offer, completely free.

They write on their blog.