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Amid a flood of AI-generated content, fake accounts, and low-quality information clutter, Meta is launching a new verification program for Facebook designed to help real people interact with one another. Verification will be carried out by analyzing a selfie using a facial recognition system, which will compare it to photos already uploaded to the profile. According to company representatives, the entire verification process will take only a few minutes.
Meta’s decision to use facial recognition technology is particularly interesting, given recent legal settlements and a wave of discontent regarding the use of similar features in its smart glasses. To be eligible for this verification, users must be of legal age (18 or older) and have no violations of Facebook’s Community Standards.
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Once the verification process is successfully completed, a special verification badge will appear on Marketplace, Dating, and other Facebook services and sections. The main difference between this badge and previous verification badges is that it indicates only physical identity verification and does not constitute an endorsement by Facebook or a guarantee of the user’s reliability. Unlike the paid Meta Verified subscription, this tool is completely free.
The introduction of this option was a response to the activities of scammers and malicious actors who, using generative AI tools, are mass-producing fake accounts with realistic profile pictures, photos, and fabricated biographies, as well as sending large volumes of automated messages. With this innovation, Meta aims to at least partially protect its audience from scams and deception.
This initiative was just one of a series of announcements made by Facebook this morning, which also included a new step toward “immersive video” (which is essentially yet another attempt to catch up with TikTok). The company teased a “reimagined interface,” within which it will test playing full-length videos for a portion of its audience immediately upon opening the app. Presumably learning from past mistakes involving overly radical changes to Facebook’s core design, Meta assured users that they’ll be able to opt out of the experiment and return to the familiar News Feed layout.
This opt-out feature will not be available for Pages and accounts in ProMode. Its phased rollout on Facebook will begin on Monday – first in select markets, with a planned expansion to the rest of the world to follow.