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ZDNET's key takeaways
- Meta is adding new scam detection tools to Facebook and WhatsApp.
- The tools will alert users to potentially suspicious activity.
- Facebook, Messenger, and WhatsApp are all getting the tools.
Meta is introducing new tools to help keep users safe from scams.
In a blog post detailing the new tools, Meta explained that in 2025 alone, the social platform giant removed more than 159 million scam ads for violating its policies and took down almost 11 million accounts on Facebook and Instagram associated with criminal scam centers.
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But since criminals are always evolving (a global investment scam is sweeping across Facebook and WhatsApp right now), the tools to fight them need to evolve too. Meta does have traditional detection systems in place, including human experts, but it says that AI can "analyze multiple signals -- such as text, images, and the surrounding context" to spot a wider range of sophisticated scam patterns.
The potential scams flagged by AI
That's why it's introducing several new AI-powered tools to automatically flag potential scams. Here's a look at what's new:
Celebrity impersonation: Scams involving the impersonation of a celebrity, public figure, or brand are becoming increasingly common and costing victims thousands of dollars. Meta's new scam protection will use AI to analyze fake fan profiles and misleading bios associated with public figures or brands. AI can process far more contextual details about public figures than a human could, Meta said, hopefully catching deceptive impersonation.
Deceptive links and domain impersonation: Meta says it's using AI to detect content that redirects people to fake webpages that mimic legitimate ones. If the system detects misleading links, it will delete that content.
Also: A global investment scam is spreading across Facebook, WhatsApp, and more - what to look for
Suspicious friend requests: If you get a Facebook friend request from a profile that shows signs of suspicious activity, you'll get an alert to help you make an informed decision. Meta says this includes situations like when a profile has few mutual friends or when the request comes from a different country. The alert will also show when the account was created.
WhatsApp device linking: Another common scam involves linking your WhatsApp account to another device without your knowledge. In these scams, the victim starts the process by clicking a link or scanning a QR code. If you go through the steps to link your account to another device, you'll now see a warning to make sure that's what you really want to do. The alert will show you where the request is coming from and tell you what's happening, giving you a second to think.
For Messenger, you can turn off AI scam detection if you want. Just go to Settings, then Privacy & Safety Settings, then Scam Detection and toggle off "Scam detection in chats."
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