In a bid to tackle scams and account hacking, Meta is reintroducing face scanning technology to Facebook and Instagram. The feature, which was previously axed in 2021 due to privacy concerns, aims to help users quickly restore compromised accounts and combat fake celebrity-endorsed scams.

The new facial recognition tools will allow users to verify their identity by comparing their face to profile pictures on Facebook and Instagram. This technology will also enable celebrities to protect themselves from "celeb-bait" ads that impersonate them to trick users into visiting scam websites.

In addition, Meta plans to roll out a feature that will allow users to regain access to their locked accounts by submitting a video selfie, similar to Apple's Face ID. The company assures that uploaded selfie videos will be encrypted and stored securely, with facial data used for comparisons being immediately deleted.

This move marks a significant shift in Meta's approach to privacy and security, as it seeks to balance user protection with the need to combat scams and hacking. The tech giant claims to have vetted its new tools for security and privacy, and is in discussions with regulators and policymakers.