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Messenger’s new AR features look like fun… for those who own a major clothing label
July 19, 2025
Facebookis taking further steps into the world ofaugmented reality(AR), bringing the technology toMessenger, and launching an AR Studio platform forInstagram.
The company used its F8 developer conference to announce the initiatives, starting with AR technology in Messenger. This will allow brands to use AR camera effects on the messaging platform, enabling users to “try on” merchandise and walk through new products, Facebookoutlinedin a recent post.
Users can also save and share the AR images they discover with friends. The network will initially partner with Nike, ASUS, Kia, and Sephora for the launch of the initiative.
The feature, which is currently in closed beta, appears to be more of ane-commerceplay rather than a way to interact with friends. Its official launch date is yet to be revealed.
Want more Snapchat-style masks to send to your buddies? That’s what AR Studio is for. This platform lets users create new face masks and AR “world effects.” It was first announced atF8 2017, but Facebook is now bringing it toInstagram. The company also gave a few examples of its uses on the multimedia-focused network, such as turning every video into an “NBA dunkcam” or adding a “cloud of hearts and Pomeranians” to a photo or video.
To take advantage of this, you’ll want to taptry it onwhen you see a new effect in Stories from someone you follow. Instagramsaysthe effect will then be saved to your tray for future use on the network. The company promises that more effects are “coming soon” from the likes of Ariana Grande,Buzzfeed, andVogue.
For more from F8 this week, take a look at our coverage on WhatsApp’sStatus figures, theOculus Golaunch date (hint: it’s available now), aFacebook dating service, andvideo chatfor Instagram.
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