Facebook and Instagram will be enabling AR video calls filters on their platforms via the Spark AR feature that allows creators to build effects that deliver a coordinated experience across multiple call participants.

This new feature help creators coordinate shared experience with their audiences through effects that use a variety of objects, segmentation, and sounds.

The company is working with some brands including Summer Fridays and Rayban to use the AR Filters for brand awareness and discovery.

Facebook is looking to build a global community of AR creators, which is why they’re opening up the beta for everyone to get involved.

“As part of the beta (join here), you’ll receive access to new tooling and capabilities that will allow you to build and publish AR effects for video calling. Additionally, we’ll be providing templates, documentation, tutorials, coaching, and more.”