Facebook has gained a new tool in its escalating rivalry with Snapchat.
The world's largest social network said on Wednesday it's acquiring Masquerade, a startup founded last year that overlays silly and cartoonish images, like an Iron Man helmet or a gorilla face, on people's faces as they shoot video.
It's quickly become a top mobile app, according to App Annie, a ranking service.
Menlo Park, California-based Facebook said it plans to let the Belarus-based Masquerade, or MSQRD, remain a standalone and free app.
The purchase adds to Facebook's list of creative tools, which includes stickers, text on photos and finger doodles.
A Facebook spokeswoman said Masquerade had "world-class imaging technology for video."
She added Facebook would continue to enhance its video experience.