A method, comprising: receiving, at an operating system of a device, from a third-party application running on the device, a request to switch to a multimedia messaging application on the device, the request identifying augmented reality content to display with image data captured by a camera of the device, the request comprising parameters, provided by the third-party application, for customizing display of the augmented reality content, wherein the request includes an augmented reality content item identifier that identifies a particular augmented reality content item from among a plurality of augmented reality content items, and wherein the identifier uniquely identifies the augmented reality content item from among the plurality of augmented reality content items; providing, in response to receiving the request, for switching from the third-party application to the multimedia messaging application, the multimedia messaging application being configured to activate the camera to capture the image data in response to the switching; and providing for the multimedia messaging application to display the image data captured by the camera with the augmented reality content; wherein the request corresponds to a deep link for switching from the third-party application to the multimedia messaging application, and for automatically combining the augmented reality content with the image data in the multimedia messaging application; wherein the parameters include string and/or number values for setting different attributes of the augmented reality content, wherein the parameterized attributes comprise one or more of: a color, size, shape, and/or texture for applying to one or more detected objects in the captured image data; a string and/or number value for selecting between a front-facing or rear-facing camera of the client device; and a parameter specifying whether the augmented reality content item is to be used on a one-time basis. receiving, at an operating system of a device, from a third-party application running on the device, a request to switch to a multimedia messaging application on the device, the request identifying augmented reality content to display with image data captured by a camera of the device, the request comprising parameters, provided by the third-party application, for customizing display of the augmented reality content, wherein the request includes an augmented reality content item identifier that identifies a particular augmented reality content item from among a plurality of augmented reality content items, and wherein the identifier uniquely identifies the augmented reality content item from among the plurality of augmented reality content items; providing, in response to receiving the request, for switching from the third-party application to the multimedia messaging application, the multimedia messaging application being configured to activate the camera to capture the image data in response to the switching; and providing for the multimedia messaging application to display the image data captured by the camera with the augmented reality content; wherein the request corresponds to a deep link for switching from the third-party application to the multimedia messaging application, and for automatically combining the augmented reality content with the image data in the multimedia messaging application; wherein the parameters include string and/or number values for setting different attributes of the augmented reality content, wherein the parameterized attributes comprise one or more of: a color, size, shape, and/or texture for applying to one or more detected objects in the captured image data; a string and/or number value for selecting between a front-facing or rear-facing camera of the client device; and a parameter specifying whether the augmented reality content item is to be used on a one-time basis. a color, size, shape, and/or texture for applying to one or more detected objects in the captured image data; a string and/or number value for selecting between a front-facing or rear-facing camera of the client device; and a parameter specifying whether the augmented reality content item is to be used on a one-time basis.