Facebook Is Shuttering MSQRD April 13

The social network acquired the AR face-filtering app in March 2016

MSQRD has not been updated since 2016 MSQRD/Facebook
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MSQRD, the augmented reality face-filtering application Facebook acquired in March 2016, will be shuttered April 13 and removed from the iTunes App Store and Google Play.

The social network said at the time of the acquisition that MSQRD would continue as a stand-alone app, but the last update to the iOS version of the app was made in December 2016, and the Android app has not been updated since August of that year.

Members of the MSQRD team that joined Facebook after the acquisition will continue working on the social network’s Spark AR platform.

The shutdown was revealed on the MSQRD Facebook page: “On April 13, the MSQRD app will be going away. When Masquerade joined Facebook in 2016, photo filter technology was just beginning to emerge. MSQRD was fundamental to building early momentum for AR and providing insights to build the platform Facebook has today. Our focus is now on delivering you the best-possible AR experiences through Spark AR, the platform that allows anyone to create their own AR effects and share them across the Facebook family. You can still find AR effects directly within Facebook, Instagram, Messenger and Portal. Huge thanks to our community for the support.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.