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Meta expands AI crackdown on scams across its platforms

Meta has unveiled a suite of AI-powered tools, user alerts, and global partnerships to strengthen its fight against online scams across Facebook, WhatsApp, and Messenger. The social media giant said that rising sophistication in scams, including impersonation of public figures, brands, and trusted organizations, prompted the expansion of artificial intelligence (AI) systems and enforcement efforts.

AI Systems Target Impersonation and Deceptive Links

Meta’s new AI tools are designed to detect “celebrity-bait” scams and brand impersonation by analysing multiple signals, including text, images, and contextual patterns. The systems can identify misleading biographies, fake fan activity, and suspicious associations with public figures. Additionally, the tools detect deceptive links and domain impersonation, where scammers redirect users to fake websites to steal personal information or financial data. Meta said these systems now cover a broader range of behaviours and help protect thousands of brands from online impersonation attempts.

Enhanced User Warnings and Global Coverage

Beyond backend detection, Meta is rolling out safety alerts and warnings across its apps. On Facebook, users may receive alerts for suspicious friend requests, such as accounts with few mutual friends or mismatched location details. WhatsApp will introduce notifications to prevent account takeover scams, warning users if a device linking request appears unusual. Messenger will expand AI-powered scam detection to additional countries, flagging suspicious job offers and enabling users to submit recent chat messages for AI review before taking action.

Meta is also strengthening advertiser verification, targeting 90% of ad revenue from verified advertisers by the end of 2026, up from 70% currently. Enforcement remains a core part of Meta’s anti-scam strategy. In 2025 alone, the company removed over 159 million scam ads—92% of which were detected proactively—and deleted 10.9 million Facebook and Instagram accounts linked to scam operations.

“Scammers are increasingly using sophisticated tactics to impersonate trusted figures and brands,” Meta said, emphasizing that AI detection, user alerts, and strict enforcement are critical to protecting users and businesses alike.

The new measures mark a significant step in Meta’s ongoing effort to safeguard its platforms and maintain trust among users, advertisers, and the wider online community.