Meta has unveiled new AI-powered tools designed to combat impersonation scams on its platforms, including Facebook, WhatsApp, and Messenger, enhancing its efforts to protect users from fraudulent activities.
The company is introducing advanced AI tools to identify and quickly remove impersonators of brands and celebrities, as well as detect deceptive links. These new measures are part of Meta’s broader strategy to increase security across its platforms. Additionally, Meta is implementing new alerts on Facebook for suspicious friend requests, on WhatsApp for device linking requests, and on Messenger for suspect accounts, aiming to further safeguard user interactions.
Meta’s efforts to combat scams are driven by the significant scale of fraudulent activity on its platforms. The company estimated that marketing for scams and banned products could have accounted for around 10 percent of its 2024 revenue. In response, Meta has taken substantial actions, including the removal of 159 million scam ads and 10.9 million Facebook and Instagram accounts linked to criminal scam centers in 2025.
As part of its legal actions against scammers, Meta recently sued three entities from Brazil and China involved in scams that used images and deepfakes of popular individuals to promote dubious products and investment schemes. The company has been intensifying its actions against scams, particularly those known as “celeb bait.”
Meta is also focusing on enhancing its advertising verification processes. The company aims to increase the number of verified advertiser accounts to 90 percent of its ad revenue by the end of the year, up from the current 70 percent. This move is expected to further reduce the presence of scam ads on its platforms.
