Meta announced new AI tools to identify impersonators of brands and celebrities and detect deceptive links for quick takedown. The company is adding new alerts on Facebook for suspicious friend requests, WhatsApp for device linking requests, and Messenger for suspect accounts. Meta aims to increase verified advertiser accounts to 90 percent of ad revenue by year-end, up from 70 percent currently.
These measures address the scale of fraudulent activity on the platform. Last year, Meta estimated that marketing for scams and banned products could have been responsible for 10 percent of its 2024 revenue. The company removed 159 million scam ads and 10.9 million Facebook and Instagram accounts tied to criminal scam centers over the course of 2025.
Meta stated it sued three entities from Brazil and China last month behind scams using images and deepfakes of popular people to promote dubious products and investment schemes. The company has been ramping up actions against scams, particularly those known as celeb bait.
