June 1st marked the beginning of Pride month, and last year, users who liked Facebook’s LGBTQ@Facebook page could get a custom reaction of a rainbow pride flag for a limited time. This year, that option doesn’t appear, and Facebook tells Business Insider that won’t be releasing custom reactions anymore.
Facebook rolled out its expanded like button reactions — Like, Love, Haha, Wow, Sad, and Angry — back in 2016, and has experimented with several custom ones over the years: the company rolled out a purple flower for mother’s day in 2016 and 2017, as well as a custom versions of the reactions to commemorate Star Trek’s 50th anniversary in 2016.
But it seems like those temporary buttons are no more — Facebook didn’t release a flower or pride flag reaction this year, and company spokeswoman Lisa Stratton noted that the company was no “no longer doing custom reactions for major holidays or moments in culture.”
That said, Facebook announced that it was rolling out other ways to commemorate Pride month with profile frames, specialized text posts and backgrounds, and AR filters for Messenger.