Meta has rolled out more anti-scam protections across WhatsApp, Facebook, and Messenger to fight sophisticated fraud tactics. The features will help stop celebrity impersonators and brand spoofers from defrauding its users, the company said.
Meta is also targeting attackers who exploit legitimate platform features like device linking to hijack accounts. People use this feature to connect more than one of their devices to their account, enabling them to flit between their phone and their computer without skipping a beat.
Scammers fool users into sharing phone numbers and linking codes that then let them link their own malicious devices to the user’s account. They can then access the victim’s messages and send messages impersonating them. Victims usually retain account access, making breaches harder to detect.
More protections in Facebook and Messenger
The protections go beyond WhatsApp. Meta has also deployed AI-powered protections across Facebook and Messenger to catch fraudsters before they hook victims. Facebook will now test warnings for friend requests that seem fishy, flagging profiles with few mutual connections or mismatched locations.
Messenger’s scam detection can also identify patterns like bogus job offers from new contacts. Users can submit suspicious chats for AI review, which analyzes text, images, and contextual signals to spot celebrity impersonation schemes. So if Brad Pitt’s mum appears to be matchmaking, you’ll have a digital wingman to restore your sense of reality.
The new measures also spot brand spoofing and deceptive links, so if someone tries to direct you to a fake website for a well-known company, Meta will do its best to block that.
Malwarebytes users benefit from similar protection through Scam Guard, which analyzes suspicious messages, links, and conversations across multiple platforms, not just one app.
There’s more at play than just altruism
This is part of an ongoing anti-scam campaign by Meta, which launched anti-scam protections on WhatsApp and Messenger last October. It also says that it removed more than 159 million scam ads and dismantled 10.9 million accounts on Facebook and Instagram linked to criminal operations in 2025. It also participated in a global law enforcement operation that arrested 21 suspects and shuttered more than 150,000 accounts linked to Southeast Asian scam networks.
Still, the move may not be entirely altruistic. Regulators have been demanding answers from Facebook about the extent to which it fights scams. Forty-two state attorneys general wrote to the tech giant last June about investment scam ads on its platform. And in November, Consumer Reports asked the FTC and state attorneys to take action against the company over:
“knowingly allowing the proliferation of billions of scam advertisements.”
That request likely stemmed from reports last year suggesting Meta has constrained some anti-scam measures. Reuters reported that the company limited anti-scam enforcement to actions costing no more than 0.15% of total revenue. Internal documents also reportedly estimated that the company received $16bn in revenue from scam ads (an estimate Meta later disputed as “rough and overly inclusive”).
Meta has said it wants 90% of its ad revenue to come from verified advertisers by 2026, up from around 70% today, in an effort to reduce scam advertising on its platforms.
September also saw the European Commission request information from Apple, Booking.com, Bing, Google Play, and Google Search about how they identify and manage risks related to financial scams under the Digital Services Act. While they didn’t explicitly mention Meta, scrutiny about platforms’ scam-fighting efforts in the EU is clearly increasing.
Nevertheless, the new protections arrive at a timely moment. Dutch intelligence recently warned about phishing campaigns targeting government employees through Signal and WhatsApp. The operation relies on social engineering techniques that abuse legitimate authentication features.
Scams continue to bite consumers hard. Americans lost $13.7bn to cyber-enabled fraud in 2024, according to the FBI’s April 2025 Internet Crime Report
We don’t just report on scams—we help detect them
Cybersecurity risks should never spread beyond a headline. If something looks dodgy to you, check if it’s a scam using Malwarebytes Scam Guard. Submit a screenshot, paste suspicious content, or share a link, text or phone number, and we’ll tell you if it’s a scam or legit. Available with Malwarebytes Premium Security for all your devices, and in the Malwarebytes app for iOS and Android.
