Meta Makes Billions from Scam Ads, Leaked Files Show

Meta, the parent company of Facebook and Instagram, may be generating billions of dollars annually from scam advertisements, according to internal documents obtained by Reuters. 

The documents reportedly estimate that around 10% of Meta’s total annual revenue—roughly $16 billion—comes from ads promoting scams or banned goods.

“On average, one December 2024 document notes, the company shows its platforms’ users an estimated 15 billion ‘higher risk’ scam advertisements – those that show clear signs of being fraudulent – every day,” the report states.

The revelation raises questions about Meta’s handling of fraudulent content. Many users have long complained about scam ads on its platforms, often reporting them with little visible response. 

While the company processes millions of reports daily, internal documents suggest that Meta may be aware of, but not actively removing, certain scam ads because of the revenue they generate.

The documents also highlight a potential ripple effect on legitimate advertisers. With ad costs rising due to demand, the presence of scam ads could be inflating prices for all advertisers, further increasing Meta’s overall earnings from its ad system.

“The documents further note that users who click on scam ads are likely to see more of them because of Meta’s ad-personalization system, which tries to deliver ads based on a user’s interests,” Reuters reported.

Meta’s approach to scam ads reportedly involves a threshold of certainty: the company typically acts only when its systems can determine a scam with 95% accuracy. This cautious method has drawn criticism as online scams continue to impact global users. 

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According to the Global Anti-Scam Alliance, victims lost at least $1 trillion worldwide to scams last year, with around 23% of adults affected globally. In South America and Africa, that number rises to 41%.

Meta has disputed the implications of the documents, saying they were not meant for public release and may not show the full picture of its efforts. The social media giant said its improved scam detection cut global user reports of scam ads by 58% in 2025.