Meta is rolling out a recent suite of tools designed to combat the growing problem of scams across its platforms – Facebook, WhatsApp, and Messenger. The move comes as the company faces increasing pressure to protect users from fraudulent activity and as reports surface detailing the scale of scam advertising on its services. These new features aim to proactively identify and flag potentially malicious activity, working both behind the scenes and by directly alerting users to suspicious interactions.
The company reported removing 159 million scam ads in the past year and taking down 10.9 million accounts linked to criminal networks, demonstrating the sheer volume of fraudulent content it battles daily. However, Meta is shifting its focus towards preventative measures, aiming to intercept scams before they can successfully target users. This latest push includes features targeting common social engineering tactics and emerging threats like QR code-based fraud.
A central component of the update is a new Facebook feature, currently in testing, that will warn users about potentially fake friend or follow requests. The system flags requests originating from accounts with no mutual connections, those recently created, or those located in different countries. Users will see a warning before accepting these requests, disrupting a common tactic where scammers build legitimacy by accumulating connections before launching fraudulent schemes through Messenger. The same warning will appear when users initiate requests to similarly flagged accounts.
WhatsApp is introducing enhanced protection against “device linking fraud,” a tactic where scammers trick users into scanning malicious QR codes – often disguised as customer service or tech support requests – to gain access to their accounts. The app will now display a warning when a suspicious device linking request is detected, indicating the origin of the request to the user. This feature is designed to prevent unauthorized access and protect user data.
For Messenger, Meta is expanding its existing scam detection feature to more countries this month. The system employs a two-stage process: on-device analysis flags messages from unfamiliar contacts that match known scam patterns – including fraudulent job offers, fake investment pitches, and work-from-home schemes. Users receive a warning and the option to submit the conversation to Meta’s AI for further review. It’s important to note that submitting a conversation for AI review breaks the message’s conclude-to-end encryption, a detail Meta explicitly discloses. Users can choose to rely solely on the initial on-device warning if they prefer to maintain encryption. The feature can be toggled on or off in Settings > Privacy & Safety Settings > Scam Detection.
Beyond these platform-specific tools, Meta is also intensifying its efforts to verify advertisers. The company aims to have verified advertisers account for 90% of its ad revenue by the end of 2026, up from 70% currently. The remaining 10% will be reserved for low-risk advertisers, such as small local businesses. This push for greater advertiser accountability is intended to reduce the prevalence of scam advertising on its platforms.
Meta’s increased vigilance extends to collaboration with law enforcement. A recent joint operation with the Royal Thai Police led to 21 arrests and the disabling of over 150,000 accounts linked to scam networks. This followed a similar “Joint Disruption Week” in December, which saw the removal of 59,000 accounts and pages, and expanded to include cooperation with authorities in the UK, Canada, South Korea, Japan, Singapore, the Philippines, Australia, New Zealand, and Indonesia, according to TechCrunch.
The company is also addressing the human cost of these scams through a partnership with the US Department of State, launching the ‘Trapped in Scam Crime’ awareness campaign in Vietnam, Thailand, Laos, Cambodia, and other countries. This campaign focuses on the victims who are coerced into working at scam centers, often lured with false job promises and then held against their will in compounds primarily located in Myanmar, Cambodia, and Laos.
These efforts come amid heightened scrutiny regarding scam advertising on Meta’s platforms. A Times of India report detailed internal Meta documents suggesting the company earns an estimated $7 billion annually from ads linked to scams and prohibited goods, exposing users to roughly 15 billion higher-risk ads each day. Meta has contested aspects of the Reuters reporting, but the current announcements represent a continued effort to address these concerns.
As scam tactics evolve, Meta’s ongoing investment in detection and prevention will be crucial. The company’s success will depend on its ability to stay ahead of malicious actors and maintain user trust. The expansion of advertiser verification and collaboration with international law enforcement signal a commitment to tackling the problem on multiple fronts.
What are your thoughts on Meta’s new anti-scam tools? Share your experiences and concerns in the comments below.
