Facebook Inc (NASDAQ:FB) has unveiled a new camera for its standalone app, Messenger. Additionally, there will be new camera features such as frames, stickers, effects, and masks. Some of these features are in 3D. Facebook explained that the development was in line with the thinking that communication was becoming more visual and less textual.

“In some ways the camera is now replacing the keyboard. As more people use Messenger in their everyday lives, we wanted to make it faster, simpler and more fun to send photos and videos… ” Facebook’s Product Manager for Messenger, Peter Martinazzi, wrote in a blog post to announce the new offerings.

No need to launch

The new camera comes with a shutter button that is ever present at the bottom section of the display. This means that the camera no longer needs to be launched since the button will be permanently placed there.

The designing of the numerous masks, stickers, effects, and frames was done by influencers and artists from around the world. There will also be a blank canvas where the artistically inclined can add stickers and art to their text instead of using photos or videos.

Keeping up with the Joneses

The new camera and camera features for Messenger are being seen as Facebook’s attempt to clone the success of SnapChat. By copying the features of SnapChat that make it popular, Facebook is hoping users will share more content on its platform or platforms rather than turning to rivals. The new camera in Messenger follows a similar move Facebook made with Instagram Stories which was almost an exact replica of SnapChat Stories. And currently, Facebook is trying out a camera that is said to resemble SnapChat’s new camera, feature for feature. The testing is being done in Ireland.

Facebook’s redesigned camera and additional camera features is likely also a response to the new iMessage from Apple Inc. (NASDAQ:AAPL). During the launch of iOS 10 in September, many artsy features like the ones Facebook has just unveiled were added to the iMessage.

In Thursday’s trading, Facebook Inc edged up 0.30 percent to close the day at $120.57 a share.