Meta is bolstering its defenses against online scams with a new suite of tools rolling out across Facebook, WhatsApp, and Messenger. The move comes as the company faces increasing pressure to curb fraudulent activity on its platforms, which have become prime targets for malicious actors. These new features aim to proactively identify and flag potential scams, protecting users before they fall victim to increasingly sophisticated schemes. The company reported removing 159 million scam ads and disabling 10.9 million accounts linked to criminal networks last year, demonstrating the scale of the problem it’s attempting to address.
The proliferation of online scams has become a significant global concern, costing individuals and businesses billions of dollars annually. Scammers frequently exploit social media platforms to build trust, gather personal information, and ultimately defraud unsuspecting users. These scams range from romance scams and investment fraud to impersonation schemes and phishing attacks. The new tools represent Meta’s latest effort to stay ahead of these evolving threats and safeguard its billions of users worldwide. The company’s commitment to combating online fraud is particularly crucial given the increasing reliance on digital communication, and commerce.
The updates are being implemented at a time of heightened scrutiny regarding Meta’s handling of illicit content and advertising. A 2025 Reuters investigation reported that internal documents suggested Meta earned an estimated $7 billion annually from ads linked to scams and prohibited goods, and that users were shown roughly 15 billion higher-risk ads per day on average. Reuters. Although Meta disputed some of the Reuters’ framing, the company has since announced a series of enforcement updates, including the measures detailed this week.
Facebook’s New Warning System for Friend and Follow Requests
One of the most significant updates is a new feature currently being tested on Facebook that flags suspicious friend or follow requests. The system analyzes incoming requests based on several factors, including the absence of mutual connections, the user’s location, and the age of the account. If a request triggers these red flags, Facebook will display a warning to the user before they accept the connection. This feature is designed to disrupt a common tactic used by scammers: creating fake profiles, building a network of “friends” to appear legitimate, and then using Messenger to initiate fraudulent schemes. The warning will also appear when users send requests to accounts exhibiting similar characteristics, providing a two-way layer of protection.
Protecting WhatsApp Users from Device Linking Fraud
WhatsApp is introducing new protections against device linking fraud, a growing threat where scammers trick users into scanning malicious QR codes. These QR codes, often presented under the guise of customer service or technical support, link the scammer’s device to the victim’s WhatsApp account, granting them access to messages and potentially sensitive information. The updated WhatsApp feature will now display a warning when it detects a suspicious device linking request, indicating the origin of the request to the user. This allows users to verify the legitimacy of the request before granting access, significantly reducing the risk of falling victim to this type of scam. BleepingComputer reports this is a critical step in addressing a rapidly evolving attack vector.
Expanding Scam Detection in Messenger and Prioritizing Advertiser Verification
Meta is also expanding its existing scam detection feature in Messenger to more countries this month. The system employs a two-stage process: on-device analysis flags messages from unfamiliar contacts that match patterns associated with common scams, such as fraudulent job offers, fake investment pitches, and work-from-home schemes. If a message is flagged, the user receives a warning and the option to submit the conversation to Meta’s AI for further review. It’s important to note that submitting the message for AI review breaks the message’s end-to-end encryption, a trade-off Meta discloses to users. Users can still act on the initial on-device warning without submitting their messages for analysis. The scam detection feature can be toggled on or off in Messenger’s settings under Privacy & Safety Settings.
Alongside these platform-specific tools, Meta is accelerating 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 verification is intended to reduce the prevalence of scam ads and improve the overall safety of the advertising ecosystem. This initiative reflects a broader industry trend towards increased accountability and transparency in online advertising.
Joint Operations with Law Enforcement and International Awareness Campaigns
Meta’s efforts extend beyond platform-level tools and include increased collaboration with law enforcement agencies. The company recently concluded a joint operation with the Royal Thai Police, resulting in 21 arrests and the disabling of over 150,000 accounts linked to scam center networks. This was the second “Joint Disruption Week,” following a similar operation in December that removed 59,000 accounts and pages. The coalition involved in these operations has expanded to include the UK, Canada, South Korea, Japan, Singapore, the Philippines, Australia, New Zealand, and Indonesia.
Meta has partnered with the US Department of State to launch the ‘Trapped in Scam Crime’ awareness campaign in Vietnam, Thailand, Laos, Cambodia, and other countries. This campaign focuses on addressing the supply side of the problem – the individuals who are trafficked and coerced into working at scam centers. These centers, often located in Myanmar, Cambodia, and Laos, lure victims with false job promises before holding them against their will. The campaign aims to raise awareness of these exploitative practices and provide resources for potential victims.
Key Takeaways
- Proactive Scam Detection: Meta is implementing new features to proactively flag suspicious activity on Facebook, WhatsApp, and Messenger.
- Device Linking Protection: WhatsApp is enhancing security against scams involving malicious QR codes.
- Expanded Scam Detection in Messenger: AI-powered scam detection is being rolled out to more users, with a clear disclosure regarding encryption.
- Advertiser Verification: Meta is increasing its focus on verifying advertisers to reduce scam ads.
- International Collaboration: Meta is working with law enforcement and governments to combat scams and raise awareness.
These latest measures represent a significant step in Meta’s ongoing battle against online scams. Though, the fight is far from over. Scammers are constantly evolving their tactics, requiring continuous innovation and vigilance from platforms like Meta. The company’s commitment to collaboration with law enforcement and international organizations will be crucial in disrupting these criminal networks and protecting users from harm. Meta has not yet announced a specific date for the full rollout of all features, but continues to update users on progress through its official newsroom. TechCrunch provides ongoing coverage of Meta’s security initiatives.
The company plans to continue monitoring the effectiveness of these tools and adapting its strategies as needed. Users are encouraged to remain vigilant and report any suspicious activity they encounter on Meta’s platforms. Share your experiences and thoughts on these new security measures in the comments below.
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