Meta announced plans to shut down its Meta Spark platform for third-party augmented reality (AR) tools and content on January 14, 2025, marking the end of a seven-year journey for Meta’s AR creator community.

The closure affects AR effects built by third parties, including brands and independent creators. Meta-owned AR effects will continue to be available across the company’s family of apps. 

“This decision is part of our larger efforts to prioritize the products we believe will best serve our consumers and business customers’ future needs,” Meta said in a blog post. 

“We are committed to making this transition as smooth as possible,” Meta added.

This move comes as the company refocuses its efforts on AI tools and its large language model, Llama. It has also expanded into other mixed media experiences, such as its recently released camera glasses in partnership with Ray-Ban. 

Meta is expected to unveil its first AR glasses at its developer conference in September.

Snapchat, TikTok Take the Lead

The decision to shut down Spark raises concerns about Meta’s competitive position against platforms like Snapchat and TikTok, which offer developer tools and rewards programs for AR creators. 

Snapchat recently upped its AR game with an advertising feature called AR Extensions that allows brands to integrate AR Lenses and Filters into various ad formats on the platform.

The company also partnered with NBCUniversal to create an AR experience for the 2024 Olympic Games in Paris, engaging viewers through personalized and interactive content.

TikTok recently launched a $6 million rewards program for AR creators who use its Effect House platform.

Creators Upset

AR creators express dismay at the news. 

Lita Heifetz, an AR creator based in Switzerland, told Business Insider (BI) that over half of her filter portfolio was built using Spark.

The shutdown may trigger a migration of talent to other platforms. 

Danny Marree, a Netherlands-based AR creator, predicts for BI, “It’s going to shift a lot of artists to Snap.”

Zuza Sliwinska, COO of Poland-based AR marketing platform Lenslist, highlights the significant impact on the creator community, noting Instagram’s global reach as a key platform for distributing AR effects.

“There are still other platforms for AR, but losing such a big player is bad news for the whole AR community,” Sliwinska told the outlet.

For years, users have embraced AR effects for various purposes, from virtual makeup try-ons to playful filters. 

Brands and marketers have also leveraged these effects to boost engagement.