Meta is exploring new methods to enhance security on its platforms by testing facial recognition technology. This initiative aims to combat scams and assist users in regaining access to compromised accounts.

Scammers often use images of celebrities in misleading ads, known as "celeb-bait," which violate Meta's policies. To tackle this, Meta is experimenting with facial recognition to identify and block such ads. The system compares faces in the ads with public figures' profile pictures on Facebook and Instagram. Facial data generated for these comparisons is deleted immediately after use.

Initial tests involving a small group of celebrities have shown positive results. Meta plans to notify more public figures about this protection, allowing them to opt-out if desired.

Additionally, scammers impersonate celebrities by creating fake accounts. Meta is considering using facial recognition to detect these impostor accounts faster by comparing profile pictures with those of real public figures.

For account recovery, Meta is testing video selfies as a means of identity verification. Users can upload a video selfie, which will be compared to their account's profile pictures using facial recognition technology. The video will be encrypted and stored securely, with any facial data deleted after the comparison.

Meta emphasizes that these measures are part of an ongoing effort to stay ahead of scammers while maintaining user privacy through strict safeguards and transparency with regulators and experts.