Pop star Justin Bieber has followed through on his threat to make his Instagram account private and taken it one step further - hitting the dreaded 'delete' button.
The trouble-prone 'Baby' singer had gotten into an online feud with his ex, fellow pop star Selena Gomez, after posting photos of his rumoured current girlfriend Sofia Richie.
Bieber and Richie (Instagram.com)
But it wasn't just 'Come And Get It' singer having a go at Bieber - random members of the public also appear to have hurt his feelings with their comments.
"I'm gonna [sic] make my Instagram private if you guys don't stop the hate this is getting out of hand," 22-year-old Bieber warned.
"If you guys are really fans you wouldn't be so mean to people that I like."
A clearly scorned Gomez hit back, accusing Bieber of being a serial cheater and taunting: "If you can't handle the hate... stop posting pictures of your girlfriend lol.
"It should be special between you two only. Don't be mad at your fans. They love you. They were there for you before anyone."
Bieber replied with mixed messages - pleading with everybody to be kind to each other, but besmirching Gomez as someone who "used him for attention".
Social media beefs - today's answer to Biggie vs Tupac?
Among his 77.8 million Instagram followers are countless Bieber fans, many who will be distraught at the idea of him turning off their supply of his images.
But today, the 'Sorry' singer did indeed switch his account to private, before moments later switching it back to public - then deleting it entirely.
The brief rollercoaster of emotions he led Beliebers on ended in tragedy for them.
Newshub.
