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Facebook Buys Masquerade to Challenge Snapchat's Rainbow Vomit

The Masquerade app.

The Masquerade app.

Source: Masquerade

Facebook Inc. said it bought Masquerade, an app that puts fun filters, masks and special effects on selfies and videos like those popularized on the disappearing photo-sharing app Snapchat.

The company didn’t disclose how much it paid for Masquerade, but said it would keep the application running and incorporate the technology for Facebook users.