Internal Meta documents show the company expected roughly $16 billion, or about 10% of its 2024 revenue, to flow in from ads pushing scams and prohibited products. By Meta’s own internal count, users across its apps were seeing some 15 billion “higher risk” ads a day — the ones with obvious markers of fraud. One late 2024 document put that category’s value at about $7 billion a year.

In a May 2025 presentation, Meta’s own safety staff estimated the company’s platforms play a part in a third of the scams that succeed in the U.S.