Meta has announced it will shut down its Spark AR platform, scheduled for January 14, 2025. The closure of the app will affect custom face filters and AR effects on Facebook, Instagram, and Messenger.

The Spark AR platform, launched in 2017, enabled creators to build AR effects like face filters, AR games, and ads. Meta's AR effects will continue to be available, but those created by brands and third-party creators will no longer function after the shutdown date.

Meta claims this decision was made after a thorough assessment and will allow the company to prioritize products that best serve future consumer and business needs. The company suggests it remains committed to AR through long-term investments in new computing platforms, potentially shifting resources to experiences such as AR glasses.

Analyst QuickTake: The news follows Meta’s restructure of its Reality Labs division, splitting it into the “Metaverse” and “Wearables” segments. Overall, the company has pivoted toward improving its hardware offerings, such as producing its popular Meta Ray-Ban glasses and augmenting its Quest 3 headset.