Meta said Wednesday that it’s launching a new suite of tools to tackle today’s social media scams on WhatsApp, Facebook and Messenger. These tools will be tackling fraud problems plaguing social platforms, such as the alarming number of people falling for fake celeb-bait profiles. Meta says it removed over 159 million scam ads in 2025.
A Meta representative didn’t immediately respond to a request for comment.
The latest scams use plenty of AI-generated content to create fake profiles and even fake websites, so it’s no surprise Meta is employing its own AI tools to protect people.
WhatsApp warnings
WhatsApp’s new protections add popups.
First up is the global chat app WhatsApp, which is a frequent target of scammers thanks to its mobile device linking features, which allow for quick linking of external devices to an account. Once scammers gain access to an account, they can carry out a range of harmful activities, including impersonating the user to deceive friends and family. Last year, Meta deleted nearly 7 million accounts used by scammers in these ways.
Scammers may first pose as relatives, sellers, service providers or content creators, asking for phone numbers to share device linking codes and QR codes that some people may activate without thinking.
Meta’s WhatsApp feature will watch for danger signs from unlinked accounts, such as a request from a different country you haven’t communicated with before. It then displays an additional pop-up warning to make sure you want to connect with a stranger, ideally giving you a moment to consider whether that might be a dumb idea.
Facebook and Messenger red flags
Facebook points out red flags in scam accounts, like those that were just created.
Facebook is also adding new scam protections, notably warnings about adding or communicating with a suspicious account. Meta hasn’t revealed all the signs it uses to determine whether an account is suspect, but like WhatsApp, it looks for unusual, out-of-country locations.
Another red flag is an account you or your friends have never interacted with before. Facebook will include explanations alongside its warning pop-ups, such as noting that an account was created only several days ago, before you confirm your choice.
The Messenger app is introducing a similar feature that monitors account activity for patterns indicative of scam behavior. Meta specifically called out job-related scams, in which scammers offer impossible or high-paying jobs as a way to steal personal information or to direct people to a phishing website.
AI scans to spot fake content
Messenger now includes AI scans to watch for scam signs, but we don’t know how much it’s watching.
Speaking of phishing websites, they’re on the rise and look more authentic than ever, fooling even those experienced in phishing dangers. And yes, a prime example of generative AI is the ability to easily whip up a scam web page and mimic real brand logos.
Meta reports that it’s using its own AI tools to more accurately scan and identify scam content. That includes looking through Messenger histories, watching for fake photos mimicking celebrities and spotting unusual mentions of public figures. These tools can also detect phishing schemes on the site.
Meta’s new AI tools for detecting scams naturally raise privacy concerns. While the company says the features analyze account activity to spot fraudulent behavior, it hasn’t disclosed exactly how that data is processed or stored. Past controversies around Meta’s AI initiatives, including its AR glasses, show that AI-driven monitoring can carry unintended privacy risks, highlighting the importance of transparency and robust safeguards when rolling out such technology across personal messaging platforms.
Meta didn’t say exactly when these tools will be available to all users.
