Facebook officially launched its "Places" location-based product on Wednesday, backed by seeming rivals Foursquare and Gowalla.
Facebook had been expected to announce a location service, ever since it announced the press conference earlier this week. Perhaps in response, Foursquare updated its privacy settings as well.
The Places service officially goes live Thursday, although an iPhone app will go live Wednesday night. The touch.facebook.com site will also go live, for HTML5-compliant browsers.
Facebook broadcast the press conference via its Facebook Live service, which the company launched last week.
According to Facebook chief executive Mark Zuckerberg, Facebook Places has been in development for several months. It had three goals, he said: helping share where you are in a nice and social way, to see who's around you, and just discover new and cool places to visit in the future.
Analysts pegged the announcement as a significant one for Facebook.
"This is an important announcement as it establishes Facebook immediately as not only a credible player in this space but arguably the most important player," Michael Gartenberg, an analyst with The Altimeter Group," wrote in a blog post. "I've argued in the past the features such as "check in" are more of a feature than a standalone service and therefore the idea of integrating this directly into Facebook, already a key hub of social activity makes sense. The fact that Facebook is also offering an API for others to tap into means that there's now a good foundation and framework in place that sets the stage for Facebook to bring both brands and local retailers in very quickly."
Places will be part of an iPhone app going live tonight, as well as on a special Places subdomain within Facebook. Facebook will also launch an API for its partners.
Checkin data will be provided soon. Search data for nearby places and is in testing with a small number of partners, executives said. Gowalla chief technical officer Scott Raymond appeared on stage to endorse the new Facebook platform, as did Holger Luedorf, the vice president of mobile products for FourSquare.
"Facebook validates the market," Luedorf said.
Facebook included tagging and the ability to check friends in as well, with strict privacy controls. Users can opt out if they wish, both from tagging and checking in.