Meta rolls out new features to tackle online scams

Meta has announced a series of new measures designed to combat scams across its platforms, including Facebook, WhatsApp and Messenger. The company said the new tools will use artificial intelligence and improved verification systems to detect fraudulent activity and warn users before they interact with suspicious accounts or links.

The announcement comes as the technology company intensifies its efforts to curb online fraud, particularly scams that exploit the names and images of well-known brands and public figures. Meta said the latest changes form part of a broader strategy aimed at reducing financial fraud and improving safety across its social media services.

AI tools introduced to detect impersonation and malicious links

Meta said it is introducing new artificial intelligence tools to identify accounts that impersonate brands or celebrities. The system is designed to detect patterns commonly associated with fraud and remove offending accounts more quickly.

The company explained that the AI models will also scan for deceptive links shared across its platforms. These links often direct users to fraudulent websites designed to steal personal or financial information. By identifying suspicious links earlier, Meta aims to prevent scams from spreading and reduce the number of users who fall victim to them.

The tools form part of a growing reliance on automated detection to address online fraud at scale. According to the company, scammers increasingly use sophisticated tactics, including deepfake images and manipulated content, to create convincing impersonations of public figures or companies.

Meta said the new technology will help identify these tactics more quickly and allow moderators to remove harmful content before it reaches a wider audience. The company believes that combining AI detection with human review will strengthen its overall response to organised scam operations.

New alerts are designed to warn users of suspicious activity

Alongside the AI tools, Meta is rolling out new warning alerts across its messaging and social media services to notify users about potentially fraudulent interactions.

On Facebook, users will begin receiving alerts when a friend request appears suspicious. The warning will encourage people to verify the account’s identity before accepting the request, reducing the likelihood of interacting with impostors.

WhatsApp will also introduce notifications related to device linking requests. These alerts will warn users if a request to link their account to another device appears unusual, helping prevent unauthorised access that could be used to carry out scams.

Messenger will introduce similar safeguards. The platform will display warnings when an account appears to show signs commonly associated with fraudulent behaviour. These prompts are intended to encourage users to pause before engaging with the account or responding to messages.

Meta said these alerts are designed to give people more context before they interact with unknown accounts or suspicious requests. The company believes that clear warnings can play an important role in preventing scams, particularly those that rely on social engineering techniques.

Advertiser verification expanded to limit scam promotions

The company is also continuing to expand its advertiser verification programme to reduce fraudulent advertising. Meta said it aims to have verified advertisers account for 90% of its advertising revenue by the end of the year.

Currently, verified advertisers represent around 70% of the company’s ad revenue. Increasing this share is intended to make it harder for fraudulent actors to purchase advertising space and promote scams or banned products.

Meta previously estimated that marketing for scams and prohibited items could have accounted for around 10% of its 2024 revenue. By strengthening advertiser checks, the company hopes to limit criminal groups’ ability to exploit its advertising systems.

The announcement follows a series of enforcement actions by Meta targeting organised scam networks. In February, the company filed lawsuits against three entities based in Brazil and China that allegedly ran scams using images and deepfakes of well-known individuals. These campaigns promoted questionable investment opportunities and products to deceive users.

Meta said it has significantly increased its enforcement efforts in recent years. Over the course of 2025, the company reported removing 159 million scam advertisements across its platforms. It also deactivated 10.9 million Facebook and Instagram accounts linked to organised scam centres.

The company said the new safety measures, combined with legal action and stronger advertiser checks, represent a broader push to reduce fraudulent activity across its services. Meta added that it will continue to develop tools and partnerships to protect users from increasingly sophisticated online scams.