Meta brings back facial recognition technology to Facebook, Instagram: What this means for users

Mark Zuckerberg-owned Meta platforms has announced that it is bringing facial recognition system back to its apps, nearly three years after it stopped using technology following a widespre backlash. Inste of using its facial recognition systems for automatically identifying people in an image, company said that it will use this technology for spotting and tackling celeb-bait scams.

Meta, in a detailed blog post explaining use of Scammers often try to use images of facial recognition technology, wrote that scammers often use images of public figures to lure internet users into engaging with s that le to scammy websites, wherein y are often asked to share personal information or send money. To tackle this, company will use its facial recognition technology to compare faces in to public figure’s Facebook and Instagram profile pictures. Once it determines that is indeed a scam, it will block from all its apps. It will also delete any facial data generated from s for this one-time comparison immediately.

In dition to this, company will soon start showing in-app notifications to a larger group of public figures who have been impacted by celeb-bait scams to inform m that company is enrolling m in this protection. This feature will be available on an opt-in basis and that users will be able to opt-out of it anytime.

Facebook, Instagram's Video Selfie Verification feature

ditionally, Meta said that it is testing a new video selfie verification feature for Instagram and Facebook profiles. This feature will enable users to verify ir identity and regain access to compromised accounts by uploing a video selfie. In background, company will use its facial recognition systems to compare selfie video to profile pictures on account that a user is trying to access.  

"As soon as someone uplos a video selfie, it will be encrypted and stored securely. It will never be visible on ir profile, to friends or to or people on Facebook or Instagram," Meta wrote in its blog post ding that it will immediately delete any facial data generated post this comparison even if it doesn't find a match.