Copying Snapchat and capitalizing on the acquisition of MSQRD, today Facebook finally integrated augmented reality selfie lenses it calls “Masks” into its main app. Starting with Halloween-themed skeleton, witch, and pumpkin masks, some Facebook users can now start to use the special effects when they go Live.

Masks simultaneously make Facebook feel more modern, lure users to Live in order to try them, and decrease self-consciousness while broadcasting.The feature will start rolling out today to iOS users in the US, UK, and New Zealand, and public figures on Facebook Mentions for iOS. Facebook says masks will come to Android and more countries “in the coming months….”

Source: Facebook launches augmented reality selfie “masks” for Live video | TechCrunch

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