Facebook has added Masquerade, the selfie face-swapping app to their list of acquisitions this year. Masquerade which allow users to swap their face with one of a celebrity or a cartoon figure and use all kinds of filters to modify their appearance has fallen under Zuck’s empire.

The move comes as no surprise to the industry after Zuckerburg tried to acquire Masquerade’s rival, Snapchat in 2013 for $3 Billion but had his offer turned down. We have seen Zuck respond to competition quite aggressively lately, most recently blocking rival platforms, Snapchat and Telegram Links from users’ profiles on another one of his apps, Instagram.

“I think Facebook has realised Snapchat has something it doesn’t,” said David Wilkinson, managing partner at digital consultancy Soho Strategy in a report  BBC.

“Masquerade has great technology to help us bring even more creative tools to Facebook, and help extend this work to video,” the company said in a statement.

[Source: BBC]

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