Meta Platforms is abandoning its NFT push, and this was confirmed by the company’s head of commerce and financial technologies, Stephane Kasriel, this week via social media post. He said they are winding down digital collectibles or non-fungible tokens “to focus on other ways to support creators, people, and businesses.”

This means that Meta Platforms is ending its NFT pursuit on its Facebook and Instagram social media platforms. The digital collectibles will no longer be supported as the integration is being canceled right now.

As mentioned on CoinDesk, although the NFT support is terminated, Kasriel clarified that Meta will still continue with its mission of helping creators connect with their followers. But this time, they will do it in other ways instead of the digital collectible integration on Facebook and Instagram.

The executive said they decided to shift their focus to other products within the FB and IG platforms, such as the Reels for messaging and monetization. Moreover, the company shared it will also continue to work with NFT and Web3 content creators who use its array of tools that help in growing their community.

“A big ‘Thank You’ to the partners who joined us on this journey and who are doing great work in a dynamic space. Proud of the relationships we built,” Kasriel tweeted earlier this week. “And look forward to supporting the many NFT creators who continue using Instagram and Facebook to amplify their work.”

In any case, it was in May 2022 when Meta started the test run for its Digital Collectibles integration on Facebook and Instagram. This feature allowed select users to put their NFTs on display in their profiles. In September of the same year, Meta launched the support for digital tokens, and by November, the company allowed some US-based creators to mint and sell NFTs on the Polygon blockchain via FB and IG.