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| Meta says new anti-scam tools and AI detection systems are rolling out across WhatsApp, Facebook, and Messenger. |
Meta has announced a comprehensive new set of anti-scam features across WhatsApp, Facebook, and Messenger, while revealing that artificial intelligence systems now play a central role in detecting and disrupting fraudulent activity on its platforms.
In its March 11 announcement, the company detailed several user-facing protections, including device-linking warnings on WhatsApp, alerts for suspicious friend requests on Facebook, and expanded scam detection on Messenger. The updates come as scammers increasingly use sophisticated tactics to defraud users across multiple platforms.
New Warnings Arrive on WhatsApp and Facebook
One of the most immediate changes arriving for users is on WhatsApp, where Meta is adding new warnings around device linking. These alerts are designed to prevent scammers from tricking users into connecting their accounts to attacker-controlled devices—a tactic where fraudsters urge victims to share phone numbers or scan QR codes under false pretenses.
"When behavioral signals suggest a linking request might be suspicious, these alerts will show you where the request is coming from and warn that it could be a scam," the company explained, giving users a chance to pause before potentially compromising their accounts.
On Facebook, Meta is introducing alerts for suspicious friend requests, targeting impersonation and social engineering scams. Users will see warnings when they send or receive requests from accounts showing suspicious activity—such as having few mutual friends or indicating a different country location in their profile. The feature aims to help users make informed decisions before engaging with potentially fraudulent accounts.
As detailed in its March 11 announcement, Meta is also expanding advanced scam detection on Messenger to more countries. The feature analyzes chats for patterns of common scams, such as suspicious job offers, and prompts users to share recent messages for AI review if suspicious activity is detected.
AI Now Playing Bigger Role in Scam Detection
The company emphasized that artificial intelligence has become fundamental to its anti-scam efforts. Meta's AI systems now analyze multiple signals—including text, images, and surrounding context—to identify sophisticated scam patterns faster and at scale.
"AI offers a new and different means to detect scammers who impersonate celebrities, public figures, or brands," Meta stated. The technology strengthens the company's ability to analyze fake fan sentiment, misleading bios, and associations with public figures that might indicate impersonation attempts.
The AI systems also target deceptive links and domain impersonation, proactively detecting content that redirects people to webpages designed to mimic legitimate sites. This allows Meta to protect thousands of brands against impersonation while identifying deceptive behaviors with higher precision.
Significant Enforcement Numbers Revealed
Meta shared striking statistics about the scale of scam activity on its platforms. In 2025 alone, the company removed more than 159 million scam ads globally for violating its policies. In India specifically, Meta banned over 12.1 million pieces of ad content tied to scams, with more than 93% removed proactively before users reported them.
The company also revealed it took down 10.9 million accounts on Facebook and Instagram associated with criminal scam centers. In a major disruption operation with global law enforcement agencies, Meta investigators disabled over 150,000 accounts linked to scam center networks in Southeast Asia.
These sophisticated criminal syndicates have been observed using increasingly elaborate tactics, including impersonating law enforcement officials to stage fake "digital arrests" where fraudsters use video calls to coerce victims into paying fictitious fines.
Expanding Advertiser Verification
As part of its multi-layered approach, Meta is expanding advertiser verification requirements. The company aims to have verified advertisers drive 90% of its ads revenue by the end of 2026, up from 70% today. The verification process covers the highest-risk categories while exempting low-risk businesses like local shops.
"The verification process helps promote greater transparency, limiting attempts to misrepresent advertiser identity," Meta explained, positioning it as an important protection against scam advertising.
Partnerships and Awareness Campaigns
Beyond technical measures, Meta continues working with outside partners on anti-scam awareness efforts. The company highlighted its partnership with India's Indian Cyber Crime Coordination Centre (I4C) and the Securities Exchange Board of India (SEBI) for the third edition of its "Scams se Bacho" campaign.
The year-long initiative features acclaimed Indian actor Neena Gupta and leading digital creators to help people identify and avoid online scams. Such educational efforts target vulnerable populations who may be less familiar with emerging fraud tactics.
Scams on the Rise Across Platforms
Scams have become one of the most persistent safety problems across major online platforms, with fraudsters increasingly using AI tools, impersonation tactics, and cross-platform messaging to make fake offers and urgent requests appear convincing. Meta's latest update follows late February actions when the company filed multiple lawsuits against deceptive advertisers in Brazil, China, and Vietnam.
The company acknowledged the ongoing challenge: "Scammers are constantly evolving their tactics—and so are we. Every day, criminals use increasingly sophisticated measures to defraud people on our platforms and across the Internet."
With this latest update, Meta is responding on several fronts simultaneously—more visible warnings for users, more automated detection behind the scenes, expanded advertiser verification, and continued legal and partnership-based enforcement. The effectiveness of these combined approaches will likely determine whether the company can stay ahead of increasingly sophisticated scam operations targeting its billions of users worldwide.
Source : Meta newsroom