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In recent weeks, you’ve likely seen little cards at the top of your Facebook News Feed reminding you about the supermoon or wishing you a Happy Thanksgiving.

Today, Facebook is formalizing the program “to invite people to share and talk about events and moments that are happening in their communities and around the world.”

Facebook calls it a marketing initiative, which could signal plans to sell the placement as an advertising down the road. But the company told TechCrunch the spot will not be available to sponsors.

For now, the social network is using the messages to drive engagement. The program is kicking off with 18 custom holiday cards that users can share with their friends.

The video below shows how the holiday cards work:

The feature is somewhat competitive with Twitter Moments, a feature that the 140-character platform rolled out in early 2016 to connect people around world events.

“This is just the beginning and we’ll continue to work to make these messages better for our community around the world,” Facebook says.

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