Meta Rolls out New Features for Scam Protection

Meta announced new features today aimed at cracking down on scams perpetrated via its platforms. First, Meta is launching AI tools for identifying impersonator of brands and celebrities, as well as for detecting deceptive links, which should help it to quickly take down frauds. Second, it is adding new alerts to caution against interacting with a potentially fraudulent account. Facebook will roll out alerts for suspicious friend requests, WhatsApp is getting warnings for device linking requests, and Messenger will also issue warnings if an account seems suspect.

Finally, Meta is also continuing to expand its processes for advertiser verification. The company said it aims to have verified advertisers account for 90 percent of its ads revenue by the end of the year, up from the current share of 70 percent. Last year, Meta estimated that marketing for scams and banned products could have been responsible for 10 percent of its 2024 revenue. 

The social media company has been ramping up its actions against scams, particularly those known as celeb bait. Last month, it sued three entities from Brazil and China that were behind scams that leveraged images and deepfakes of popular people to promote dubious products and investment schemes. Meta said today that over the course of 2025, it removed 159 million scam ads as well as 10.9 million Facebook and Instagram accounts tied to criminal scam centres.

The company said it plans to continue investing in automated detection systems and partnerships with law enforcement agencies to disrupt organized fraud networks that operate across social media platforms.