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End of Service for Photo Printer effective January 31st, 2019

In this sentence, does "effective January 31st, 2019" mean that the service won't be available after January 31st(which means that users can use the service on January 31st, but can't do that on February 1st) or after January 30th?

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It's a bit of a gray area, but strictly speaking, "will end effective on such-and-such date" would mean that the matter in question will have ended on that date. In other words, the service will no longer be in effect starting on that date. Hurry up and come before that date.

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