Meta, the parent company of Facebook and Instagram, has joined hands with the Pakistan Telecommunication Authority (PTA) to launch a major nationwide awareness campaign titled “Is This Legit?”, designed to educate Pakistani users on how to identify and avoid online scams.
The campaign comes amid a growing surge in digital fraud, phishing, and fake investment schemes that have targeted internet users across Pakistan in recent months. With internet adoption rising rapidly and millions of new users joining social media every year, both Meta and PTA have emphasised the urgent need for public awareness and preventive education.
Purpose of the Campaign
The “Is This Legit?” campaign aims to help users identify deceptive online activity and think critically before engaging with suspicious messages, advertisements, or financial offers. It focuses on seven major types of scams commonly reported in Pakistan:
- Romance and relationship scams
- Fake online shopping or delivery fraud
- Impersonation of officials or businesses
- Investment and crypto-related scams
- Job offer frauds
- Account hacking and phishing links
- Suspicious messages or prize offers
Through interactive videos, quizzes, and infographics, the campaign teaches users to question legitimacy before sharing information, clicking on links, or transferring money online.
Meta and PTA’s Joint Effort
Meta’s Pakistan Public Policy Head said that while the company continues to detect and remove fake accounts and scam networks, public education is equally vital because scammers constantly evolve their methods. The PTA’s Chairman described the initiative as “a powerful step toward building a safer, more informed online environment in Pakistan.”
The program is being rolled out in collaboration with EYEYAH!, an educational platform that promotes digital safety through visual learning and gamified experiences. The campaign content will be accessible through digital platforms, schools, and social-media channels to reach a broad audience, including young users and first-time internet adopters.
Why It Matters
Scams in Pakistan have become more sophisticated — from fake courier messages to cloned bank websites and fraudulent investment pages on social media. Many victims fall prey due to limited awareness of digital hygiene and verification methods.
The “Is This Legit?” campaign urges users to pause and think before acting online. It encourages everyone to ask simple questions such as:
- Is this website or offer too good to be true?
- Does it ask for personal or financial information?
- Is the sender verified or official?
By promoting these habits, Meta and PTA hope to reduce the number of scam victims and foster a more secure digital culture.
Authorities plan to monitor how effectively the campaign reduces online fraud complaints in the coming months. There are also discussions about expanding it to include telecom companies, banks, and educational institutions for broader outreach.
Cybersecurity experts have welcomed the move, noting that education remains the strongest defense against digital scams. In Pakistan’s fast-growing digital economy, campaigns like “Is This Legit?” are seen as essential to protecting users from financial loss and identity theft.
Meta and PTA’s collaboration signals a major step toward digital literacy and online safety — empowering every Pakistani user to stop, think, and ask one crucial question before they click: “Is This
