Meta takes Instagram age-estimation AI worldwide
Meta is expanding its AI-powered age-estimation technology on Instagram worldwide, aiming to identify users it suspects are teenagers even when they have supplied an adult date of birth. Accounts identified as belonging to teens will be placed into Instagram’s Teen Account experience, which applies additional safeguards.
The rollout comes as Meta faces extensive legal scrutiny over allegations that its platforms harm young people. In August, the company reached settlements worth up to $18 billion with nearly every US state and territory. Under those agreements, Meta committed to improving how it identifies teenagers and children under 13.
How Instagram’s age estimation works
Meta says its systems analyse an entire profile for contextual signals rather than relying only on a stated birthday. These clues can include birthday celebrations and references to school grades, appearing in posts, comments, biographies and captions.
The company also examines signals in different media formats. Its description includes visual cues in photos and videos, such as a person’s height or bone structure. The purpose is to detect accounts that may belong to people aged 13 to 17, and to identify accounts that may belong to children younger than 13.
Meta said it will use the technology when it believes an account may be operated by a teen despite an adult birthday being entered at registration. That approach extends the protections beyond users who accurately self-report their age.
Teen Account safeguards and broader rollout
Teen Accounts provide a more restrictive default setting on Instagram. Direct messages are limited to people a user follows or is already connected with, harmful comments are hidden, and accounts are private by default. The new deployment expands the protective model set out in Instagram teen account restrictions and protections by using profile-level signals to place suspected teens into that experience.
Meta is continuing to introduce age-estimation technology on Facebook and plans a comparable global rollout for Threads later this year. In the US, parents will also begin seeing an in-feed Instagram video explaining Meta’s approach to ensuring teenagers receive age-appropriate protections.
What the change means for organisations
Brands and organisations that communicate with younger audiences should expect more Instagram users to have private accounts and tighter direct-message controls. Campaign, support and community teams should therefore ensure that youth-facing interactions work within consent-based connections and do not depend on unrestricted outreach.