Meta centralizes Facebook and Instagram support and launches AI assistant testing

Meta has announced a large-scale reform of the support system for Facebook and Instagram users. A centralized hub has been created, bringing together all tools for contacting support, recovering access, and finding answers to technical questions. Meta officially stated that previous support tools “did not always meet expectations,” especially given the growing complexity of the platforms and the increase in security-related incidents. The new hub is already available globally on iOS and Android. This is one of Meta’s biggest steps toward improving user experience in recent years. AI Assistant as a New Level of Platform Interaction Meta is testing a new AI-powered assistant designed to help users resolve problems that previously required human involvement or complicated navigation through settings. The AI assistant will be able to: guide users through account recovery; help adjust security and privacy settings; explain how to manage a profile; provide personalized recommendations depending on the type of issue. Initially, the assistant will be available to Facebook users, after which Meta plans to integrate it into Instagram, WhatsApp, and other products. Meta expects the new tool to reduce the load on support teams and provide faster responses in areas where solutions previously took days or even weeks. AI and Security: Meta Reports Significant Improvements The company emphasizes that AI models have significantly improved users’ digital security: the number of hacked Facebook and Instagram accounts has decreased by more than 30%; systems automatically detect suspicious activity, phishing attempts, and unauthorized access attempts; new algorithms have reduced the number of false bans and accelerated the appeal process. Meta has also implemented expanded alert capabilities: users will receive SMS, push, and email notifications in case of dangerous or unusual account activity. But Real User Experience Remains Mixed Despite Meta’s optimistic statements, thousands of users actively complain about: false bans without explanations; lack of live support contacts; inability to regain access through automated systems; blocking of business pages leading to real financial losses. In response to mass complaints, a Reddit community was even created in 2025 where users share experiences preparing legal claims against Meta. This suggests that the issue likely lies not only in the lack of support but also in certain flaws in the algorithms that automatically make decisions without human oversight. What Will the Centralized Support Hub Change? Meta claims that the new hub will centralize all key tools, making account recovery more predictable and transparent. Innovations include: clearer workflows for recovering access; simplified verification, including the option to record a selfie video; improved device recognition used to log into the account; the ability to quickly set up two-factor authentication, passkey, or security checkup; automated tips to help avoid recurring security issues. Meta positions this update as a way to restore user trust and minimize the risk of losing access. The Remaining Issue: Constant Interface Changes For many years, Meta has regularly changed navigation and the structure of settings in its apps. As a result: users cannot find the necessary tools; instructions found online often become outdated; business pages may lose access to critical features; marketing teams spend time adapting to new menus. Even if the new hub is more convenient, users will still have to learn how to navigate updated interfaces again. What This Means for Businesses and Marketers For companies actively working on Facebook and Instagram, the new support system may become a critical stability factor. Losing access to a page or ad account can cause: halted ad campaigns, loss of sales, decreased reach, risk of reputational damage. The centralized hub may improve the situation, but businesses should: regularly check security settings; enable 2FA for the entire team; use Business Manager and corporate accounts for operations; monitor suspicious logins and activity; update internal access and security guidelines. AI-powered support will also make it easier to resolve simple technical issues, potentially reducing delays in team workflows. Conclusion: A Step Forward, but Problems Remain Meta is taking a significant step toward improving support, yet: automated systems remain prone to errors; long-standing issues with bans will not disappear immediately; users will have to adapt to the new system; businesses must proactively manage account security. The update has the potential to reduce the number of incidents, but its success will depend on how effectively the AI assistant and the new hub can replicate the logic of real human support. This article available in Ukrainian.