Meta Fights Scams: New AI Tools & Account Alerts Rolled Out

Meta is bolstering its defenses against online scams with a latest suite of features designed to identify and disrupt fraudulent activity across its platforms – Facebook, Instagram, and WhatsApp. The company announced the updates today, focusing on proactive detection of impersonation, deceptive links, and suspicious account behavior. These moves come as Meta faces ongoing scrutiny over the prevalence of scams facilitated through its services, and after a recent report indicated that scam ads may have accounted for as much as 10 percent of its 2024 revenue. Engadget reported on this revenue estimate last year.

AI-Powered Detection and User Alerts

At the core of Meta’s new strategy is the deployment of artificial intelligence tools. These tools are specifically aimed at identifying accounts that impersonate brands and celebrities – a tactic frequently used in “celeb bait” scams, where fraudsters leverage the likeness of public figures to promote bogus investment schemes or products. The AI will as well work to detect deceptive links, allowing Meta to remove fraudulent content more quickly.

Beyond automated detection, Meta is introducing new alerts to directly warn users about potential threats. Facebook will now display alerts for suspicious friend requests, helping users avoid connecting with fake profiles. WhatsApp is receiving warnings related to device linking requests, a common entry point for account hijacking. And Messenger will issue warnings if an account exhibits characteristics associated with fraudulent activity. These alerts are designed to offer users a moment to pause and assess the legitimacy of interactions before engaging further.

How Device Linking Requests Became a Scam Vector

The addition of warnings for WhatsApp device linking requests is particularly noteworthy. Scammers often attempt to gain access to WhatsApp accounts by tricking users into scanning a QR code on a compromised device. This allows the attacker to hijack the account and use it to spread scams to the victim’s contacts. The new alert aims to mitigate this risk by prompting users to verify the source of the request before proceeding. WhatsApp’s official site details security best practices, including caution around unexpected device linking requests.

Expanding Advertiser Verification

Meta is also intensifying its efforts to verify the legitimacy of advertisers on its platforms. The company aims to have verified advertisers account for 90 percent of its ad revenue by the end of 2026, a significant increase from the current 70 percent. This process involves scrutinizing businesses and ensuring they meet certain standards of authenticity and transparency. Advertiser verification is a key component of preventing scams from reaching users through paid advertisements.

This push for greater advertiser accountability follows a series of legal actions taken by Meta against entities involved in scam operations. Last month, the company sued three entities based in Brazil and China for running “celeb bait” scams that utilized deepfakes and manipulated images. These lawsuits signal a more aggressive stance by Meta in combating fraudulent advertising practices.

Scale of the Problem: Millions of Accounts and Ads Removed

The scope of Meta’s anti-scam efforts is substantial. Throughout 2025, the company removed 159 million scam ads and 10.9 million Facebook and Instagram accounts linked to criminal scam centers. These figures underscore the scale of the challenge Meta faces in protecting its users from online fraud. The company’s actions are a response to both user complaints and external pressure to address the issue.

The Role of Meta Business Messaging

Meta’s efforts extend beyond its core social media platforms. Meta Business Messaging, which allows businesses to communicate with customers via Instagram Direct, Messenger, and WhatsApp, is also subject to increased scrutiny. While designed to facilitate legitimate commerce, this channel can also be exploited by scammers. Meta is likely implementing safeguards within Business Messaging to prevent fraudulent actors from reaching customers through this avenue.

What Comes Next: Continued Enforcement and Refinement

Meta’s announcement represents an ongoing commitment to combating online scams. The company has not provided a detailed roadmap for future developments, but It’s likely to continue refining its AI-powered detection tools, expanding its advertiser verification processes, and collaborating with law enforcement agencies to pursue legal action against scammers. The effectiveness of these measures will depend on Meta’s ability to stay ahead of evolving scam tactics and adapt its defenses accordingly. Further, the success of the 90% advertiser verification goal will require sustained investment and diligent enforcement. The company will also need to balance security measures with user privacy and avoid overly aggressive restrictions that could hinder legitimate activity.