Meta is introducing a suite of new AI-powered tools and facial recognition technology to combat “celeb-bait” scams, and help users recover hacked accounts on Instagram and Facebook.
One of the most pressing issues Meta is tackling is the rise of celebrity bait scams. These are fraudulent advertisements that use the images of famous people, such as tech moguls, actors, or athletes, to trick users into clicking on links for fake investment schemes or malicious websites.
To fight this, Meta is testing a new system that uses facial recognition technology to compare the faces in suspected scam ads against the profile pictures of public figures on Facebook and Instagram. If the system confirms a match and determines the ad is a scam, it will be blocked immediately. This automated process is designed to work much faster than manual reviews.
Meta has confirmed that any facial data generated during this comparison process is deleted immediately after use, regardless of whether a scam is detected. This is an important detail for privacy-conscious users who may be wary of how facial data is handled.
Beyond blocking fake ads, Meta is also looking at how to help users who have been locked out of their accounts. Traditionally, recovering a hacked account can be a long and frustrating process. To streamline this, the company is testing “video selfies” as a method of identity verification. Users can upload a short video of themselves, which Meta’s AI then compares to the profile pictures on the account they are trying to recover.
The company is also expanding its “Financial Scam Clearance” program. This initiative involves deeper cooperation with banks and financial institutions to track the flow of money from reported scams.
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