Facebook has announced that it will acquire photo-sharing app maker Instagram for $1 billion. The company with over 30 million registered users, started in 2010, lets users take and share photos on an iPhone then choose a filter to transform the look of the shot, and upload it to where others can comment and “like” the photos.

“We will try to learn from Instagram’s experience to build similar features into our other products,” said Facebook CEO Mark Zuckerberg. “At the same time, we will try to help Instagram continue to grow by using Facebook’s strong engineering team and infrastructure.”