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Facebook will shut down its MSQRD selfie app

Facebook began integrating MSQRD’s face-swapping tech and other filters into its own products, like Facebook Live, soon after it acquired the app in 2016. Since then, the MSQRD team has been focused on building out Facebook’s AR platform, Spark AR, which allows users to create effects for Instagram.

But now that Facebook’s most popular AR effects live within Instagram and other camera-focused apps, MSQRD — which hasn’t been updated since 2016 — feels more like an afterthought than the novelty it once was. And strategically, it makes much more sense for the company to put its resources into the platform-wide Spark AR, rather than a standalone service that’s steadily declined in popularity.

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