Meta has introduced new scam detection measures on Facebook and Instagram across the Middle East and North Africa (MENA). The company is using facial recognition technology to block deceptive ads and speed up account recovery.

The system targets “celeb-bait” scams, where scammers alter images of public figures to trick users. These ads often lead to fake websites that request personal information or money. Meta’s tool compares ad images with profile pictures of celebrities and public figures. If a match is confirmed, the platform removes the fraudulent ad immediately.

Importantly, Meta deletes all facial data used for these checks right after the process. The company does not reuse or store the data for any other purpose. Public figures in the MENA region are automatically included in this protection. However, they can opt out if they choose.

At the same time, Meta is launching a new way to recover compromised accounts. Users can now submit a short video selfie to verify their identity. The system checks the video against profile pictures, much like unlocking a smartphone. This method aims to be faster and more secure than document-based verification.

As with scam detection, Meta deletes the video selfie data immediately after use. The data is encrypted during the process and never shared or stored.

Basma Ammari, Director of Public Policy, MENA at Meta, said: “Scams that misuse someone’s image cause serious emotional and financial harm. We have listened to users and public figures across MENA. That is why we are investing in technologies to proactively stop scams and help users regain access to their accounts quickly.”

Meta says these steps are part of its larger plan to improve online safety. The company remains committed to developing new solutions to fight evolving threats in the MENA region and beyond.

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