Momo tell them to complete a task or "she" will enact a consequence: there are verified reports she's threatened to kill the child's family. So the frightened and impressionable child commits the act and sends back a selfie of them in the act for proof. Then "Momo" orders another act, then another, etc. It's somewhat similar to Blue Whale if you're familiar with that.
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Do you think it is a 'bot' or a real person sending all those messages? I wonder what kind of a sick person you must be to create something like this..