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Meta, the parent company of Facebook and Instagram, is again using facial recognition technology in its applications. This step was taken after more than three companies stopped the facial recognition system on Facebook.

Quoting information from EngadgetTuesday (22/10/2024), Meta again uses facial recognition tools on Facebook and Instagram to fight fraud, as well as help users who have lost access to their accounts.

It was explained that the trial of this feature began with facial recognition to detect scam advertisements that used the faces of celebrities and public figures.

According to Meta, the company has rolled out the facial recognition feature for a small group of celebrities and public stores. Moving forward, they will also be enrolling more people in the feature over the coming weeks.

VP of Content Policy Meta Monika Bickert said, this process will take place in real-time. “This is faster and more accurate than manual review,” said Monika.

Apart from that, this facial recognition tool is here to solve another old problem on Facebook and Instagram, namely account recovery.

It said the company is experimenting with a new video selfie option that would allow people to upload clips of themselves, which Meta would then match with their profile photo.

This method can be used when users cannot access their accounts. Apart from that, companies can also use this method to prevent account hacking that uses stolen credentials.

However, this feature will not help everyone who has lost access to their Facebook or Instagram account. This is because some business accounts do not include photos of people, so they still use the current account recovery options.

Even though it doesn’t use this facial recognition method, Meta promises that the new process will still make it difficult for criminals to steal accounts, especially business accounts.

Not only that, Meta also ensures that the facial data used for this feature will be immediately deleted and will not be used for other purposes. What you also need to remember is that this feature is optional.