Meta announced that the One Step Ahead anti-scam campaign, launched in cooperation with more than 25 government and security agencies and safety organizations, has reached more than 303 million people across 18 markets since May 2026. The campaign links local awareness with account-protection tools on Facebook, Instagram, and WhatsApp.
Meta announced on September 29, 2026, that the One Step Ahead anti-scam awareness campaign had reached more than 303 million people in 18 markets across the Asia-Pacific region since its launch in May, generating more than 1.3 billion impressions and 1.2 million clicks on links related to account protection. The company says the campaign was designed in cooperation with more than 25 government and security agencies and local safety organizations.
The campaign is not limited to warnings about scams; it also provides practical guidance and directs users to trusted resources in their countries. According to Meta, the messages were built around three principles: the advice should be practical, easy to implement, and issued by an organization users trust.
Protection Tools Promoted by the Campaign
The campaign encourages users of Meta services to activate a set of tools available on the platforms, including:
- Two-factor authentication: Adds a second verification step when logging in, so that the disclosure of a password alone is not sufficient to access the account.
- Passkeys: Allow users to log in using the fingerprint, face, or PIN used on the device.
- Security Checkup: Guides Facebook users through steps to strengthen their accounts.
- Privacy Checkup: Helps users review who can see them, message them, or contact them.
- WhatsApp Linked Device Warning: Alerts users to suspicious login attempts, unauthorized web clients, or possible attempts to link the account.
- WhatsApp group settings: Allow users to determine who can add them to groups.
Connecting Users with Local Resources
More than 27.4 million people across 14 markets were reached by the “Know Your Local Resources” component. This section aims to direct users directly to reporting and support tools operated by local authorities, such as Scamwatch in Australia, cybercrime-fighting portals in India, and specialized centers and agencies in Indonesia, Singapore, Thailand, the Philippines, and elsewhere.
Why Does This Matter?
The figures demonstrate the scale of using digital awareness as a tool that complements technical controls, rather than replacing them. Two-factor authentication and passkeys reduce the risks of account takeovers, but their effectiveness depends on users knowing that they exist and how to activate them. Directing victims to local authorities may also shorten the path to filing reports and requesting assistance.
At the same time, the announced figures remain indicators of reach and engagement and, by themselves, do not prove a decline in scam rates or that every user successfully protected their account. The campaign will also continue throughout 2026, meaning that the tools and local resources may expand later. Meta says combating scams requires ongoing monitoring because scammers’ methods constantly change.