A major shift in social apps: Meta has announced the Meta Account system, designed to simplify a well-known problem of the social media era - the proliferation of accounts and passwords. Instead of switching between different services, users will be able to manage all of their accounts from one place, while maintaining control and flexibility.
The new system unifies under one roof Facebook, Instagram, Messenger, WhatsApp, as well as more advanced products such as AI glasses and artificial intelligence assistants. According to the company, the goal is to create a more seamless user experience, where central settings such as password, two-factor authentication, and email address are managed in one place rather than updated separately in each app.
One of the key innovations is the ability to use a single password for all accounts, alongside a gradual transition to Passkey technology. This method allows users to log in using fingerprint recognition, facial recognition, or a device code, without the need to type a password. According to Meta, this represents a significant improvement in security, especially given the rise in phishing attacks and hacking attempts.
In addition, the new system will provide personalized recommendations for improving security, including enabling two-factor authentication and alerts for unusual login attempts. Users will be able to view suspicious activity from all devices in one place and act quickly in case of risk.
Alongside simplicity, Meta emphasizes that the system does not require a full unification of all accounts. Those who wish can continue to keep services separate, add or remove accounts at any stage, and maintain a personalized level of privacy. For example, specific settings for each app, such as who can see posts on Facebook or tag on Instagram, will remain within the apps themselves.
Another aspect of the update concerns parents. Through the Family Center dashboard, it will be possible to manage supervision of teen accounts across all platforms from one place, without needing to switch between different apps. This is a change that may make things easier for parents, especially when teens use multiple social networks simultaneously.
Regarding WhatsApp, the company is taking a more cautious approach. The service will remain separate by default, and messages will continue to be end-to-end encrypted. Users who have already connected their account to the Accounts Center will be able to manage it through the new system, but others will be able to continue using it without any change.
At the same time, Meta is expanding the use of its business assistant, Meta AI, aimed at advertisers. The tool integrates directly into advertising platforms and enables real-time insights, asking questions in natural language, and receiving solutions to technical issues. According to company data, businesses using it have improved campaign performance, with a reduction of about 12% in cost per result and an increase of about 20% in account issue resolution.
The new system will be rolled out gradually worldwide over the coming year, and will form a central part of Meta’s effort to unify its ecosystem and make it simpler to manage.