Meta to launch new facial recognition tech to recover locked accounts, avoid scams

SHREVEPORT, La. (KTAL/KMSS)—Meta is developing new features for Instagram and Facebook that will make app users less vulnerable to account hacks and other scams.

The social media giant is testing facial recognition technology to protect accounts from celeb-bait ads and will allow users to recover accounts lost to hackers and extortionists faster. The technology is being rolled out and will be available to users in Louisiana in the coming weeks.

Diana Doukas is the manager of the U.S. Police Programs and Economic Opportunity at Meta, and she said the new security measures are meant to provide greater security to users.

"We want users to have access to their accounts because we understand there are photos and memories that live on the platform and ultimately want to do what we can to preserve them," Doukas said.

Meta's demo video explains facial recognition and video selfies

The new technology is meant to protect users from scammers who employ a scam known as celeb-baiting. It will also serve as a verification for users who are locked out of their accounts or become victims of account hacking.

Celeb bait is a type of scam that uses the likeness of a public figure to defraud or trick users into sharing personal information or sending money. Meta said in a news release that celeb baiting violates its policies and acknowledged that it currently utilizes an ad review system that scans millions of ads published on the platform daily in search of violators.

Doukas said, "Scammers are constantly thinking up new ways to get access to user information but these features are also meant to help our users enjoy the platform and have a better user experience."

Meta's tip to spot scams

Users who have lost their Facebook or Instagram accounts through forgotten passwords, lost devices, or were tricked into giving their password to a scammer will also be able to use facial recognition to retrieve those accounts through video selfies, which are being tested now.

Meta hopes that using facial recognition to compare profile pictures to video selfies will make the process a little smoother and less scary for users who are timid about uploading sensitive information to regain access to their accounts.

Doukas understands that the term "facial recognition" will cause questions about privacy and safety concerns but said the Meta team has considered that, and the facial data will be used for verification only and will not be stored in a database.

You can visit Meta's newsroom for more information about the facial recognition technology.