Meta deploys AI tools across platforms to fight scams after removing 159 million fraudulent ads

Meta adds new WhatsApp, Facebook, and Messenger anti-scam tools

Meta is introducing new anti-scam protections across its platforms, deploying systems and user-facing warnings to protect users against scammers. The new features are designed to help catch fraud attempts before WhatsApp, Facebook, and Messenger engage with them. WhatsApp now alerts users when behavioral signals suggest a device-linking request may be fraudulent, a tactic scammers have been using to hijack accounts by tricking users into sharing a linking code or scanning a malicious QR code. "Scammers may try to trick you into linking your WhatsApp account to their device," Meta explained on Wednesday. "For example, they may urge you to share your phone number, followed by a device linking code on your WhatsApp or try to trick you into scanning a QR code under false pretenses, which would then link the scammer's device to your account." The change comes after the Netherlands Defence Intelligence and Security Service (MIVD) and the General Intelligence and Security Service (AIVD) warned that Russian state-backed hackers have been targeting Dutch government employees in a phishing campaign aimed at their Signal and WhatsApp accounts. WhatsApp allows users to connect multiple devices (e.g., computers, phones, tablets) to an account to send and receive messages across those devices. This is done by scanning a QR code generated by the main mobile device, which authorizes the new device to access and synchronize the messages. However, attackers who trick a user into linking a malicious device will gain access to the victim's messages, read their chats, and may even send messages while impersonating the victim. Additionally, unlike account takeover attacks, the victims will usually retain access to their accounts, making the breach harder to detect. The company is testing warnings that flag suspicious friend requests on Facebook based on signals such as a small number of mutual connections or a profile location that doesn't match the user's region. Its anti-scam detection feature on Messenger will also expand to more countries, identifying patterns consistent with common schemes like fake job offers and giving users the option to submit suspicious chats for an AI review. Meta has also rolled out AI systems that analyze text, images, and contextual signals to identify celebrity impersonation, brand spoofing, and deceptive links used by threat actors to redirect potential victims to fraudulent websites impersonating legitimate ones. In total, in 2025, Meta says it removed over 159 million scam ads and took down over 10.9 million accounts on Facebook and Instagram linked to criminal scam operations. Meta also participated in a global law enforcement operation that led to the arrest of 21 suspects and the shutdown of more than 150,000 accounts linked to scam networks in Southeast Asia, including groups running fake cryptocurrency investment schemes and extortion rings. "We are proud to partner with the Royal Thai Police, the FBI, the DOJ Scam Center Strike Force, and law enforcement agencies from around the world to combat these sophisticated scam networks," said Chris Sonderby, Vice President and Deputy General Counsel at Meta. "This operation is a testament to how sharing information and coordinating our efforts can make real progress in disrupting this criminal activity at its source.Ț

Meta rolls out new features for scam protection

Meta announced new features today aimed at cracking down on scams perpetrated via its platforms. First, Meta is launching AI tools for identifying impersonator of brands and celebrities, as well as for detecting deceptive links, which should help it to quickly take down frauds. Second, it is adding new alerts to caution against interacting with a potentially fraudulent account. Facebook will roll out alerts for suspicious friend requests, WhatsApp is getting warnings for device linking requests, and Messenger will also issue warnings if an account seems suspect. Finally, Meta is also continuing to expand its processes for advertiser verification. The company said it aims to have verified advertisers account for 90 percent of its ads revenue by the end of the year, up from the current share of 70 percent. Last year, Meta estimated that marketing for scams and banned products could have been responsible for 10 percent of its 2024 revenue. The social media company has been ramping up its actions against scams, particularly those known as celeb bait. Last month, it sued three entities from Brazil and China that were behind scams that leveraged images and deepfakes of popular people to promote dubious products and investment schemes. Meta said today that over the course of 2025, it removed 159 million scam ads as well as 10.9 million Facebook and Instagram accounts tied to criminal scam centers.

11M Facebook and Instagram scam accounts zapped, new alerts launched

Meta says that it has removed over 159 million scam ads and taken down 10.9 million scam accounts on Facebook and Instagram. The company is also today launching new anti-scam tools on Instagram, Facebook, and WhatsApp. These aim to alert you to the three most common scam tactics used ... Scamming is big business, and is a major problem on all of Meta's platforms. The company says that it took down more than 159 million scam ads last year and removed 10.9 million accounts on Facebook and Instagram used by scamming gangs. Meta is now using AI tools to help detect scams. Scammers use subtle tricks and deceptive framing that are hard to catch with traditional detection systems. Our experts and specialists in combating scams built advanced AI systems that can analyze multiple signals -- such as text, images, and the surrounding context -- to spot a broader range of more sophisticated scam patterns faster and at scale. These efforts are focused on detecting two main things: Meta will also display alerts designed to highlight activity which hasn't been positively identified as a scam but which shows some potential warning signs. Any Facebook user will be aware of fake friend requests. These are sometimes entirely random, but also include cloning genuine accounts of your existing friends. The scammers hope you'll either think you weren't already friends with the person or that they've opened a new account. Meta says it will now alert you to requests from accounts without many mutual friends, people who appear to be based in a different country, and those who joined Facebook very recently. On WhatsApp, an increasingly common scam is to try to persuade you to link your account to a new device. The messaging app will now highlight the country in which the device is based and make it clear that you are granting access to all of your messages, as well as allowing someone to impersonate you. Finally, Facebook Messenger now aims to detect indications of common scams like fake job offers. The app will alert you that it appears suspicious and invite you to activate an AI scam review.

Facebook Messenger will use AI to read your chats and save you from scams

Scammers are getting smarter, but Meta says its new AI tools are getting smarter too. Meta is taking the fight to scammers with new AI tools and law enforcement partnerships across its platforms. The company is rolling out new protections across Facebook and Messenger to make it harder for scammers to scam you. New AI tools to protect you before you get scammed The new features are designed to stop scams before you fall for them. Facebook will now display a warning when you send or receive a friend request from an account that seems suspicious, such as accounts with no mutual friends or mismatched location information. Recommended Videos Messenger is also getting an upgrade. Its scam detection feature is expanding to more countries, and it is more capable than before. When a conversation with a new contact displays suspicious warning signs, like unsolicited job offers, Messenger will flag it and ask if you want an AI review of the chat. If a scam is detected, you will get more context on what to watch out for, along with options to block or report the account. On the ad side, Meta is expanding its advertiser verification program, with the goal of having verified advertisers drive 90% of its ad revenue by the end of 2026, up from 70%. This makes it significantly harder for scammers to run fraudulent ads at scale. Meta is going after scammers at the source too Beyond the new tools, Meta has been working with law enforcement to shut down scam operations globally. In a joint disruption operation with the FBI, the Department of Justice, and the Royal Thai Police, Meta investigators disabled over 150,000 accounts linked to scam centers and contributed to 21 arrests. Meta also removed over 159 million scam ads last year, with 92% taken down before anyone even reported them. The company also removed 10.9 million accounts on Facebook and Instagram tied to criminal scam centers. What it means for you With generative AI making scams more convincing than ever, having an extra layer of protection built into apps used by billions of people is a genuine win. These tools won't catch everything, but they will meaningfully reduce your chances of being targeted on Facebook and Messenger.