Facebook released SparkAR platform during F8 2017 and it is now out of beta. By creating Camera Effects on this platform, you will be able to reach 2 billion Facebook users without them having to download any 3rd party apps. Facebook / Instagram Filters and Camera Effects launch via a URL / QR Code directly into their Facebook Camera and users can easily share photos & videos of these experiences to their feed, with direct call to actions to your brands' campaign.
The development time and cost is also reduced since no native app is required. Very soon, the same experiences can also be deployed to Instagram Stories and WhatsApp Status.
Find out more here.