Business Platform
Meta
Improving Facebook and Instagram account security with one-time password (OTP) authentication messages on WhatsApp
Brand
Meta sent one-time passwords (OTP) via WhatsApp for user authentication requests across its technologies, resulting in a 20% increase in account recovery success on Instagram, an 11% increase in account recovery success on Facebook and a 9% increase in new account creation on Instagram, attributed to sending OTP authentication messages via WhatsApp.
20%
increase in account recovery success on Instagram*
11%
increase in account recovery success on Facebook*
9%
increase in new account creation on Instagram**
*Source: Meta internal data, January 23-February 21, 2025.
**Source: Meta internal data, January 23-February 19, 2025.
Their Story
Connecting people with what they love
Meta builds the future of human connection and the technology that makes it possible. Its technologies, Facebook, Messenger, Instagram, WhatsApp and Threads, are used by billions of people around the world.
Their Goal
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Easier account access
When people need access to their accounts on Meta technologies such as Facebook or Instagram, or need to take an important step such as new account creation, password recovery or two-factor authentication, Meta adds a layer of security by sending them authentication messages through other channels, such as SMS (short message service) messages sent to a cell phone, in order to verify their identity. Given the sensitive nature of authentication, Meta continually explores ways to make this process easier and more secure for people who use its technologies.
“Research tells us that SMS messages are often overlooked or distrusted by people; most people are not using SMS for messaging, likely because of its rampant spam problem. We were starting to see the harmful effects of other drawbacks as well: delivery is often delayed and sometimes fails altogether, which makes the authentication process take longer; there’s no business branding, interactivity or single-thread context for people; and messages can be forwarded or copied, which can create security and fraud concerns for large businesses globally. Controlling costs was also a priority for us, since global prices for international SMS are on the rise.”
Robert d’Apice
VP, Product Management, Meta
Their Solution
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Using WhatsApp to send OTPs
Historically, when Meta needed to authenticate a person, the company sent them SMS messages first — short text messages over a cell network. But SMS can be slow to deliver and doesn't have clear delivery indicators, among other drawbacks. Product leaders at Meta believed the company could get people back to its technologies more quickly and easily by prioritizing a secure authentication solution with an improved user experience: OTP authentication messages on WhatsApp.
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Increased security and enhanced user experience
By sending OTP authentication messages via WhatsApp as an initial authentication step, the Meta team took advantage of several features that made it easier for people to securely maintain access to their accounts across Meta technologies:
- Security. Unlike SMS, OTP authentication messages on WhatsApp are encrypted, only sent to a person’s primary device, and can’t be forwarded or copied, making the account access and authentication process more secure. This can help reduce fraud concerns and costs driven by fake traffic.
- Coverage. The team felt that the large global user base of WhatsApp made it an ideal place to initiate authentication. OTP authentication messages on WhatsApp attempt to prioritize delivery to devices that already have WhatsApp installed (note: Meta does not use any privileged information to determine if a phone number is associated with a WhatsApp account). And OTP authentication messages on WhatsApp immediately recognize a failed delivery, which makes it possible to quickly transition to alternative options (SMS or email).
- Ease of use. OTP authentication messages on WhatsApp offer interactive, easy-to-use features that quickly authenticate people, making it more likely they’ll complete the authentication journey. Messages on WhatsApp appear in a single thread, so people can immediately see who they’re communicating with. One-tap autofill OTP makes it possible to quickly and easily access accounts, and the zero-tap option eliminates the need to switch apps and manually enter a verification code.
How it works
Meta began sending OTP authentication messages on WhatsApp for its technologies in 2023. When a person needs to find or access their account on Facebook, Messenger, Instagram, or Threads, they can search for the account using their mobile phone number, username (on Instagram) or email address. Once the person is identified, an OTP authentication message is sent to their WhatsApp account.
When the code gets entered on the next screen, they’re given access to take the next step, such as setting a new password for their account. If a match isn’t found, the person is given the option to receive a code or link via email or SMS instead.
Their Success
More accounts verified
Meta credits the security features, phone number verification rates, enhanced user experience, delivery rates, accurate targeting and coverage of OTP authentication messages on WhatsApp with increasing account recovery success and account creation rates for both Facebook and Instagram, including:
- 20% increase in account recovery success on Instagram, attributed to sending OTP authentication messages via WhatsApp*
- 11% increase in account recovery success on Facebook, attributed to sending OTP authentication messages via WhatsApp*
- 9% increase in new account creation on Instagram, attributed to sending OTP authentication messages via WhatsApp**
*Source: Meta internal data, January 23-February 21, 2025.
**Source: Meta internal data, January 23-February 19, 2025.
“We’ve found that using WhatsApp for OTP authentication offers several advantages, including an enhanced user experience, reliable and secure delivery, expanded coverage and improved targeting. By leveraging these features, we’ve improved delivery and conversion rates, ultimately bringing more people back to our technologies.”
Francisco Varela
VP, Growth Business Team, Meta
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