Facebook is dropping custom reactions for major holidays and moments in culture - and the popular Pride reactions are one of the first to go

Facebook

Facebook has a full set of stickers and filters available in the Messenger Camera.

• Facebook is dropping its Pride reactions this year for Pride Month.
• A company spokesperson told Business Insider, "We are no longer doing custom reactions for major holidays or moments in culture."
• There is, however, a wide array of new Pride-themed stickers and filters on Facebook, Messenger, and Instagram.

Facebook is making sure users can celebrate Pride Month with an array of filters and stickers this year, but there's one thing you won't be able to do: Pride react.

Facebook

Last year's Pride flag reaction.

The popular rainbow flag won't be available as a reaction this year, Lisa Stratton, a spokeswoman from Facebook, confirmed to Business Insider, because the company is nixing custom reactions altogether.

"We are no longer doing custom reactions for major holidays or moments in culture," Stratton said.

Facebook released the limited-edition Pride reaction last year in major cities. At the time, the company said it was a "new experience" it was testing.

Users, it appears, are not pleased by the absence of a Pride reaction in the year of our lord #20gayteen.

Facebook is, however, releasing a full set of new Pride-themed filters and stickers on Facebook, Messenger, and Instagram - just not a specific Pride reaction. And these features will be available for an entire year, not just the month of June.

Users will be able to find a new rainbow profile picture frame, pride backgrounds for text posts, filters and stickers in Messenger and Facebook's Camera, and live Pride reactions and stickers in Instagram Stories.