Meta Prepares "New Anti-Scam Arsenal" Before Global Summit

TikTok’s ambitions for a dominant in-stream shopping ecosystem still haven’t materialized at the pace the company had hoped, yet there’s no denying that TikTok commerce is steadily expanding. The momentum is slower than what the platform saw in China, but the app is now generating significant revenue from a continuous rise in in-app purchases. Its latest Black Friday performance underscores that trend. Last year, TikTok recorded a milestone $100 million in Black Friday sales. This year, the platform has once again surpassed that benchmark, showing strengthened purchasing behavior among users. TikTok explains:“With this year’s Black Friday & Cyber Monday 2025 campaign wrapped, we saw nearly 50% more shoppers who bought something on TikTok Shop in the U.S., compared to the BFCM campaign period last year. And over the four-day shopping period alone, TikTok Shop saw extraordinary growth, with sales exceeding $500 million.” So while TikTok shopping has not yet become the cultural phenomenon the company seeks, the trajectory is unmistakable: more people are buying more products directly inside the app, driven by in-stream shopping tools and ad formats that continue to mature. TikTok notes that live shopping, in particular, is becoming a major driver: “When compared to last year’s BFCM campaign period, brands and sellers hosting livestreams experienced 84% sales growth during this year’s; and, shoppers tuned into over 760K livestream sessions hosted by sellers and their favorite creators, generating over 1.6 billion views.” Additionally, TikTok creator affiliates published nearly 10 million shoppable videos throughout the weekend, adding significant fuel to TikTok’s commerce engine and broadening the reach of its in-app marketplace. This aligns with TikTok’s broader strategy. In-stream shopping is its most promising long-term monetization model, mirroring the wildly successful approach in its Chinese counterpart. In China, in-app shopping is not a side feature—it’s the primary revenue generator. For context, Douyin, the Chinese version of TikTok, is on track to surpass $US500 billion in gross merchandise volume this year—a staggering figure that continues to rise rapidly and illustrates exactly why TikTok is determined to replicate this success elsewhere. TikTok itself is reportedly poised to generate around $US130 billion GMV in 2025. Though still far from Douyin’s scale, this would represent a doubling of in-app sales year-over-year—a major leap by any measure. Yet TikTok’s push has not been without friction. Internally, there have been debates over how aggressively the platform should export its Chinese model to Western markets, which historically resist integrating shopping into their social media routines. Added to this is the looming uncertainty of TikTok’s future in the United States—its most valuable commerce market—where political and regulatory pressure could jeopardize the entire strategy. Even so, the latest data signals a slow but meaningful shift. Western consumers, long accustomed to separating entertainment and shopping, may be warming to TikTok’s integrated approach. The platform’s expanding consumer protections and its efforts to curb fraud are also likely playing a role in building trust. The numbers tell the story: behavior is evolving, adoption is rising, and TikTok’s e-commerce ambitions may yet become the platform’s most profitable pathway. 📢 If you're interested in Facebook Ads Account, don't hesitate to connect with us!🔹 https://linktr.ee/Adshinepro💬 We're always ready to assist you!

Here’s something for the developers and technical teams working to squeeze every bit of value out of Meta’s marketing API ecosystem. Meta has announced a fresh round of updates to the Instagram Marketing API, introducing new tools designed to help third-party platforms surface more meaningful engagement data. For marketers relying on external dashboards and analytics suites, these additions should offer a clearer view of how Instagram content performs and how campaigns influence user behavior. The company is adding four new metrics to the Insights endpoint, along with an enhancement to the existing views metric for crossposted Reels. The newly introduced metrics include: Reels Skip Rate – This tracks the percentage of views in which users skip a Reel within the first three seconds, offering a strong indicator of whether the opening moments are compelling enough to hold attention. Repost Counts for Media – Measures how often a specific piece of media is reposted, giving clearer insight into what content sparks organic amplification. Repost Counts at Account Level – Captures total repost activity across all media for an account, providing a broader understanding of overall shareability. Instagram Profile Visits (Marketing API) – Tracks how often users visit an advertiser’s profile after interacting with an ad. This metric now aligns with Ads Manager, strengthening attribution and helping quantify the impact of paid campaigns on profile traffic. Meta is also refining the way views are reported for Reels that are crossposted to Facebook. According to the company: “We’ve added additional ‘views’ metric for Reels in the Instagram Insights Graph API. For Reels crossposted to Facebook, the ‘crossposted_views’ metric reflects the total number of reels views across both Instagram and Facebook. The ‘facebook_views’ metric reflects the number of views seen from users on Facebook.” For most everyday marketers—those not steeped in API documentation—these changes will feel largely technical. But the practical effect is straightforward: third-party platforms will soon be able to surface more granular engagement data, which can then flow into CRM pipelines and analytics systems. In other words, you’ll have access to richer insight without needing to log into Meta’s native tools. Beyond metrics, Meta is also enhancing its content management and publishing capabilities. The updates include support for Trial Reels and the ability to delete media via the API, and the company is introducing two new endpoints to help manage partnerships and co-created content. Ultimately, all of this will expand what social management platforms can offer, even if Meta’s own Business Suite already delivers much of this functionality natively. For those using centralized CRM or social management systems, these upgrades should translate into a broader pool of Instagram data—and potentially more informed decision-making—over the coming months. 📢 If you're interested in Facebook Ads Account, don't hesitate to connect with us!🔹 https://linktr.ee/Adshinepro💬 We're always ready to assist you!

Ahead of the Global Anti-Scam Summit taking place in Washington this week, Meta has released a new set of insights highlighting its ongoing efforts to curb scam activity across its platforms. The company has backed its claims with several notable data points: Over the last 15 months, user reports concerning scam ads have dropped by more than 50%, and in 2025 alone, Meta says it has removed over 134 million scam advertisements. During the first half of 2025, Meta’s teams identified and disrupted nearly 12 million accounts across Facebook, Instagram, and WhatsApp believed to be tied to some of the most aggressive criminal scam networks. The company has also begun using facial recognition tools to intervene when scammers use the likenesses of celebrities or public figures to deceive victims. On paper, the figures sound significant—12 million accounts is certainly no small number. But in the context of Facebook’s enormous scale, with a global community of more than 3 billion users, 12 million represents only a sliver of its entire ecosystem. And when weighed against recent reporting that Meta has knowingly generated an estimated $16 billion a year from scam-related ads—ads that its systems flagged as questionable but still allowed to run—the company’s latest achievements feel less impressive. Those revenue figures come from a Reuters investigation into Meta’s internal processes for identifying and moderating potentially fraudulent promotions. According to Reuters, Meta “failed to identify and stop an avalanche of ads that exposed Facebook, Instagram and WhatsApp’s billions of users to fraudulent e-commerce and investment schemes, illegal online casinos, and the sale of banned medical products.” The core issue, Reuters suggests, lies in Meta’s internal thresholds for classifying an ad as fraudulent. These standards, described as overly lenient, have allowed a substantial volume of harmful ads to continue circulating—even in cases where automated systems recognized warning signs. The outcome: billions of dollars in earnings from scam ads, at the same time that some 23% of adults worldwide suffered financial losses to scams in 2024. Facebook ranked as the second most commonly cited platform connected to these incidents, with WhatsApp taking the top spot. That reality casts a long shadow over Meta’s positive claims about its evolving security capabilities. To Meta’s credit, the Reuters findings primarily examined data from 2024. And Meta now asserts that reports of scam ads have fallen sharply—by 50%—across the last year. The company may indeed be improving, but given how frequently Facebook and WhatsApp are linked to scam activity, it remains difficult to fully accept the narrative that user safety is dramatically improving. And the consequences stretch beyond Meta. Every scam that succeeds on Facebook erodes consumer confidence—not just in one platform, but in the idea of social commerce as a whole. Victims are far less willing to try in-app shopping again, and their warnings to friends further dampen adoption. This may help explain why social commerce has found such a stark divide between regions. In many Asian markets, users readily embrace multifunctional apps and integrated online shopping. Yet Western consumers tend to prefer keeping their entertainment and purchases separate—and the widespread presence of scams may be a major factor in that cultural split. The same concern has surfaced on TikTok as well: persistent fears around fraud have likely hindered its efforts to scale in-stream shopping across Western markets. For platforms that hope to become digital shopping hubs, stronger protection isn’t optional—it’s foundational. But if Facebook is not prioritizing in-stream sales, and continues to profit heavily from scam-related advertising, it is reasonable to question how motivated the company will be to address the issue aggressively. The latest statistics indicate some progress, and Meta may very well be strengthening its defenses. But for now, the prevalence of scams across its apps remains a challenge not just for Meta, but for the health and credibility of the entire social media industry. 📢 If you're interested in Facebook Ads Account, don't hesitate to connect with us!🔹 https://linktr.ee/Adshinepro💬 We're always ready to assist you!