Facebook video chat app is available in the Danish app store. Photo: Thibault Camus / AP

Facebook video chat app, said to rival the popular Gen Z/millennial video group app Houseparty, is currently available in the Danish app store, The Next Web reports. The app reportedly lets users use Snapchat-like effects and filters.

Details around the product launch were first reported by The Verge in July. The new app would be called Bonfire and is reportedly aimed for a fall release.

Why it matters: Houseparty has proven to be very successful amongst a generation of younger people that studies show have recently been migrating over to Facebook rival, Snapchat. Facebook has made strategic investments in digital features, services and apps that eat at the user growth and success of competing apps or digital companies, like Snapchat, GoFundMe, Periscope, and Apple. Some have argued that the practice raises anti-trust concerns.

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