Meta announced new AI tools to identify brand and celebrity impersonators and detect deceptive links for rapid takedown across its platforms.
The updates represent a significant escalation in Meta’s automated defense against fraud, aiming to reduce financial losses and protect advertiser revenue integrity. The company stated its goal to increase verified advertiser accounts to 90 percent of ad revenue by year-end, up from the current 70 percent.
Meta is launching AI tools for identifying impersonators of brands and celebrities, as well as for detecting deceptive links. The company said these tools will facilitate quicker removal of fraudulent content.
The social media giant is adding new alerts to caution users against interacting with potentially fraudulent accounts. Facebook will roll out alerts for suspicious friend requests, according to the announcement. WhatsApp is getting warnings for device linking requests, and Messenger will issue warnings if an account seems suspect.
Meta stated that over the course of 2025, it removed 159 million scam ads. The company also removed 10.9 million Facebook and Instagram accounts tied to criminal scam centers.
Last month, Meta sued three entities from Brazil and China behind scams using images and deepfakes of popular people. The lawsuits targeted schemes promoting dubious products and investment schemes.
Last year, Meta estimated that marketing for scams and banned products could have been responsible for 10 percent of its 2024 revenue. The company has been ramping up actions against scams, particularly those known as celeb bait.
