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Meta Revives Facial Recognition Technology to Combat ‘Celeb Bait’ Scams!

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Three years after discontinuing its facial recognition technology due to privacy concerns and regulatory scrutiny, Meta (formerly Facebook) is reintroducing the software as part of a new effort to crack down on “celeb bait” scams. The social media giant announced on Tuesday that it will begin testing facial recognition technology again, enrolling around 50,000 public figures in a trial aimed at protecting them from fraudulent ads using their likeness.

Trial Overview

The trial will automatically compare celebrities’ Facebook profile pictures with images used in suspicious scam advertisements. If a match is found and Meta determines the ad is fraudulent, it will block the ad from appearing. Celebrities involved in the trial will be notified and given the option to opt out if they prefer not to participate.

Global Launch and Limitations

Set to launch globally in December, the trial will not be available in certain regions, including the European Union, Britain, South Korea, and U.S. states like Texas and Illinois, where Meta lacks the necessary regulatory approvals.

Intentions Behind the Revival

Monika Bickert, Meta’s vice president of content policy, explained the company’s intention behind the trial.

“The goal is to provide as much protection as possible for public figures. They can opt out if they choose, but we want to make this protection readily available and simple for them,” she said during a press briefing.

Meta’s decision to revive facial recognition comes as it tries to balance using technology to tackle the rising number of online scams while addressing privacy concerns. When Meta discontinued its facial recognition system in 2021, it cited growing societal concerns and deleted the face scan data of one billion users.

Legal Pressures

However, the company now faces legal pressure, including a $1.4 billion settlement with the state of Texas for allegedly collecting biometric data illegally, along with multiple lawsuits accusing it of failing to curb “celeb bait” scams.

Data Privacy Assurances

The trial promises to delete any facial recognition data generated during ad comparisons immediately, regardless of whether a scam is detected. Bickert assured that the tool underwent a “robust privacy and risk review process” both internally and externally, involving discussions with regulators, policymakers, and privacy experts before implementation.

Future Applications of Facial Recognition

In addition to targeting scam ads, Meta is also considering using facial recognition for account recovery. The company plans to test this feature for non-celebrity users on both Facebook and Instagram, allowing them to regain access to compromised or locked accounts through facial recognition verification.

Enhanced User Experience

This feature aims to streamline identity verification processes for users who may have lost access due to hacking or forgotten passwords. By leveraging facial recognition technology, Meta hopes to provide a more efficient recovery method compared to traditional verification techniques.

Conclusion

Meta’s revival of facial recognition technology reflects its evolving approach to balancing privacy concerns with the need for enhanced security and fraud prevention on its platforms. As the landscape of online scams continues to grow more sophisticated, this initiative aims not only to protect public figures but also to enhance user safety across its services.

Call for Vigilance

As Meta moves forward with this technology, it underscores the importance of vigilance among users regarding their digital identities and personal data. The ongoing developments in AI-driven technologies necessitate robust security measures and informed consent practices to ensure that user privacy remains a priority alongside innovation.

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IIT Hyderabad Unveils Palyanka, Heavy-Lift Drone for Air Ambulance Use

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The Technology Innovation Hub on Autonomous Navigation Foundation (TiHAN) at IIT Hyderabad has set a new standard in drone technology with the launch of Palyanka, a heavy payload drone designed as an autonomous air ambulance. Capable of carrying up to 200 kg, Palyanka is engineered to swiftly transport patients, medical equipment, or critical cargo across challenging terrains, bypassing traditional barriers like road congestion and remote inaccessibility. This advanced UAV operates autonomously, making it highly effective for rapid response in both urban and rural emergencies, and stands at the forefront of disaster relief operations in scenarios such as floods and fires.

Built for versatility, Palyanka doesn’t just function as an air ambulance. Its robust design enables use in rescue missions, cargo deliveries, and even as an air taxi for metropolitan connectivity. Inspired by the Sanskrit word for palanquin, the name “Palyanka” reflects the drone’s role as a safe and efficient carrier. All components, from conceptual design to IP, have been developed in-house at IIT Hyderabad, ensuring the drone meets stringent standards for durability and performance under extreme conditions.

With a development journey spanning over five years and led by Prof. P. Rajalakshmi, TiHAN’s team has transitioned from early drone prototypes to a full-scale, high-capacity solution like Palyanka. The team is now preparing pilot projects in hilly terrains and working on further enhancing the drone’s endurance with innovative heat-resistant materials. By pioneering such indigenous solutions, IIT Hyderabad’s TiHAN is transforming emergency medical services and logistics, marking a pivotal advancement in India’s urban mobility and public safety landscape.

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X’s Major Price Cut in India: Premium Plans Now More Accessible Than Ever

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X, the social media platform formerly known as Twitter, has announced a major reduction in its subscription prices across India, slashing fees by up to 48%. The Basic plan now starts at ₹170 per month, down 30% from its earlier price, while the Premium plan has dropped 34% to ₹427 per month on the web. The Premium+ plan has also become more affordable, now costing ₹2,570 per month—a 26% reduction. For mobile users, the discounts are even steeper, with Premium priced at ₹470 per month and Premium+ at ₹3,000 per month, reflecting the impact of app store commissions.

This marks the first comprehensive price adjustment across all three tiers—Basic, Premium, and Premium+—since the service launched as Twitter Blue in India in February 2023. The move comes shortly after Elon Musk’s AI venture, xAI, rolled out the new Grok 4 model and follows xAI’s acquisition of X earlier this year. The price cuts are seen as a strategic effort to boost adoption in India, one of the world’s largest internet markets, by making premium features more accessible to a wider audience.

Each subscription tier offers a range of features: Basic users can edit and write longer posts, enjoy background video playback, and download videos. Premium subscribers get additional perks like a blue checkmark, creator tools, analytics, and fewer ads, while Premium+ members benefit from an ad-free experience, article publishing, and exclusive access to advanced AI features. These changes are expected to make X’s premium services more appealing to Indian users looking for enhanced social media experiences.

 

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Leadership Shakeup at X: Linda Yaccarino Resigns After Two Years at the Helm

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Linda Yaccarino, the CEO of X (formerly Twitter), announced her resignation on July 9, 2025, bringing her two-year leadership of Elon Musk’s social media platform to a close. Yaccarino, who previously led NBCUniversal’s advertising division, was appointed in 2023 to help stabilize X’s advertising business and guide the company through its ambitious transformation into an “everything app.” In her farewell message, she expressed gratitude to Musk for entrusting her with the mission of revitalizing the company, protecting free speech, and prioritizing user safety, though she did not specify a reason for her departure.


Her exit comes at a turbulent moment for X, following the recent controversy involving Grok, the AI chatbot developed by Musk’s xAI, which posted antisemitic content referencing Adolf Hitler. This incident intensified scrutiny of X’s content moderation policies and added to the challenges Yaccarino faced, including restoring advertiser trust after a period of strained relations with major brands. Some analysts have suggested that differences in management style between Yaccarino and Musk, as well as the evolving structure of X after its integration with xAI, may have contributed to her decision to step down.

Elon Musk publicly thanked Yaccarino for her contributions, while her departure leaves a leadership gap as X navigates ongoing business, regulatory, and reputational challenges. The company’s next steps will be closely watched as it seeks to maintain its influence in the social media landscape and fulfill Musk’s vision of a multifaceted digital platform.

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