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ByPost, a company that turns Instagrams into postcards, riled up its Twitter followers with a body-shaming joke, but it didn't stop there.

Telling an offensive joke on Twitter is one thing. Failing to apologize with dismissive remarks can prove far more damaging.

ByPost.com, a company that turns iPhone photos into postcards, was slammed by many other Twitter users for an attempt at humor that amounted to little more than body-shaming.

“During this Heatwave, please kindly dress according to the body you have rather than the one you aspire to. And send lots of postcards," the now-deleted tweet read, according to Salon.

The company, which has a verified Twitter account and more than 11,000 followers, seemed to take pleasure in retweeting and replying to many of those who hit out at it for the tweet. ByPost has since removed the retweets, claiming that sharing the criticism was "an attempt as self inflicted punishment....that said, the original tweet was very foolish indeed." This was one ByPost retweeted before deleting the retweet:

Rather than actually apologizing for the tweet publicly, ByPost's replies to others are peppered with half-hearted remorse.

It doesn't seem the company's founder is best pleased about the matter either.

"Take a picture, it'll last longer" is a phrase that's not likely to be part of the company's mantra any time soon.

H/T Salon | Photo via kiwanja/Flickr

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