Now, UAE users can use face recognition tech to recover hacked Facebook, Instagram accounts

Dubai: Facebook, WhatsApp, and Instagram parent company Meta announced it is adding new tools that use facial recognition technology to help protect users from online scams and make it easier to recover accounts in case they get locked out.

The system has been designed to identify and block deceptive ads that misuse and alter images of public figures and celebrities to try and trick social media users into clicking links that lead to scam websites. The common trick called ‘celeb-bait’ is where scammers try to steal personal information or money.

Now, Meta has a new system designed to spot these fake ads. It compares pictures in suspicious ads with the profile photos of well-known figures on Facebook and Instagram. If it finds a match and suspects the ad is a scam, it can automatically remove it.

Public figures across the region are automatically enrolled in facial recognition protections. Still, they can also choose to opt-out should they wish, Meta explained.

This initiative is part of the company’s broader strategy to combat scams that exploit the images of well-known individuals to mislead users. ​

Meta is also introducing a video selfie feature to assist users regain access to compromised or hacked accounts. Users can now verify their identity by uploading a short video selfie, which the system compares to their profile pictures - similar to the process people already use to unlock their devices.

“This verification method aims to streamline the account recovery process, reducing the time users are locked out of their accounts while making it harder for hackers to circumvent compared with traditional document-based verification,” explained Meta.

As with detecting ‘celeb bait’ scams, Meta deletes any facial data used to help users regain access to their accounts immediately after the process. It does not retain or repurpose the data for any other use. The data is also encrypted while the process is ongoing and never shared.

Basma Ammari, Director of Public Policy, MENA at Meta, said, “Scams that misuse someone's image aren't just misleading; they can be devastating, causing significant emotional and financial harm. We've heard directly from public figures and everyday users across the MENA region about the distress these scams cause.”

Ammari said, “That's why we're investing in technologies like facial recognition to proactively catch these scams and prevent them from spreading. We are also enhancing our verification tools to ensure users can quickly regain access to their accounts.”