Facebook hired a special team to develop kid-friendly creative tools, from fidget spinner and dinosaur AR masks to crayon-style stickers.
“Video calls become so much more playful with AR,” says Marcus.
Before Facebook wrote any code or drew any designs for the app, it says it started research 18 months ago to find out what kids and parents wanted out of a potential product.
It also worked with the National Parent Teacher Association for safety insights and Blue Star Families from the military who have to stay in touch during long deployments.
“We’ve been working closely with the FTC so we’re lockstep with them.
‘This works’, they said,” Facebook product management director Loren Cheng tells me.
“In other apps, they can contact anyone they want or be contacted by anyone,” Facebook’s head of Messenger David Marcus notes.