Meta has introduced a new Facebook Verified badge designed to confirm that an account belongs to a real person, as the company steps up efforts to combat fake profiles, scams and AI-generated identities across its platform.
The new verification system is free and uses a short video selfie together with facial recognition technology to verify a user's identity.
However, Meta said the badge confirms only that an account belongs to a real human being and should not be interpreted as an endorsement of the person's trustworthiness.
Under the new process, users are required to record a brief video selfie, which Meta compares with existing profile photos using facial recognition. The company also checks the account for signs of fraud, scams and violations of its Community Standards related to inauthentic behaviour.
The verification process takes only a few minutes, after which the badge will appear across Facebook Marketplace, Dating, Groups and the user's profile.
The feature is available only to individual Facebook users aged 18 and above. Business Pages and Professional Mode accounts are not eligible.
Meta said the feature is being rolled out initially in selected markets, with a broader global expansion planned in phases.
The new service differs from the company's paid Meta Verified subscription, which costs $11.99 per month on the web and requires users to submit a government-issued ID. While Meta Verified offers additional account support and creator benefits, the new Facebook Verified badge is free and focuses solely on confirming that an account belongs to a real person.
The launch comes as advances in generative artificial intelligence have made it easier for scammers to create convincing fake profiles using realistic images and fabricated personal histories.
By combining AI-generated content labels with human verification badges, Meta aims to strengthen user confidence, particularly in services such as Marketplace and Dating, where impersonation and fraudulent accounts have become increasingly common.
The use of facial recognition technology is also expected to draw scrutiny from privacy advocates and regulators, particularly in Europe and the United Kingdom, where Meta has previously faced legal challenges over its handling of biometric data.
Meta believes the new verification system will help users distinguish genuine accounts from fake ones, although questions remain over how biometric data will be stored and protected as the feature expands worldwide.
FP/A
