Documents unveiled during a recent FTC trial revealed that Meta executives were once worried about 40% of interactions on Instagram being flagged as “fake.” This alarming detail came to light in a 2018 email exchange involving Instagram’s current head, Adam Mosseri, alongside other executives who alerted that the platform was underestimating its integrity efforts in its aggressive chase for growth.
One executive noted, “Some estimates suggest that fake engagement could be in the 40% range,” in an attached email to Mosseri. This expression of concern came alongside warnings about the serious implications of losing public trust, which one executive described as the biggest threat facing the company. They emphasized that if left unchecked, the situation could severely harm Meta.
To counter this issue, executives recommended several immediate steps to enhance Instagram’s integrity, such as implementing a “Recaptcha” system to deter bots, verifying user phone numbers, and requiring app updates.
Mosseri acknowledged that fake accounts and engagement are significant challenges but seemed reluctant to allocate as many resources as the executives suggested for addressing these issues.
Reflecting on what the teams needed, he admitted, “I think there are a handful of badly understaffed teams and WB is one of them.”
A Meta spokesperson responded to inquiries, asserting that the 2018 email lacked context and claimed the 40% figure mentioned was inflated compared to actual levels of fake engagement.
Email communications are part of a broader set of internal documents that surfaced during the FTC proceedings. The federal government has accused Meta of employing a “purchase or burial” strategy to maintain its dominance in the social media sphere, particularly through acquisitions like Instagram and WhatsApp.
The FTC is pushing for the forced sale of Instagram and WhatsApp, actions that could significantly impact Meta’s revenue. Earlier in the trial, Instagram co-founder Kevin Systrom expressed feeling treated as a “threat” by Zuckerberg after Facebook’s acquisition in 2012.
Systrom, who left the company in 2018, indicated that crucial resources were denied to Instagram, highlighting a lack of support for improving data privacy following the Cambridge Analytica scandal.
In testimony, Systrom shared an email exchange where he voiced frustration to Facebook’s former CTO about Instagram’s “hunger for investment.” He elaborated that despite putting in considerable effort, he felt resources weren’t allocated accordingly, contrasting sharply with his commitment.
Mosseri acknowledged the discontent among Instagram executives over some of Zuckerberg’s choices but maintained that the acquisition had nonetheless provided substantial benefits.
He stated, “I personally opposed some changes, but I thought they were made more than necessary.”
The case’s outcome may hinge on whether Judge Boasberg will side with the FTC in its allegations of Meta holding an illegal monopoly over niche social apps focused on “friends and family.” Meta argues it has been mischaracterized and faces fierce competition from platforms like TikTok and YouTube.
FTC lawyers are heavily relying on internal emails and documents between Zuckerberg and his team to substantiate their case.
In its defense, Meta claimed the FTC was using outdated evidence to create a narrative that ignores current realities.
Recently, it was reported that Meta had adjusted its approach to address critiques from conservative factions, particularly leading up to the FTC trial.
