Meta’s smart‑glass face‑recognition system, NameTag, was found embedded in its AI app, yet executives claim the feature does not exist. The contradiction sparks fresh debate over privacy law, regulatory limits, and the true state of the technology.

Key Takeaways

  • NameTag code was added to the Meta AI app in early 2024.
  • Meta executives say the feature doesn’t exist, while independent researchers confirmed it works.
  • Local face‑print storage is crucial to comply with biometric privacy statutes (BIPA, CUBI).

Meta has been building a face‑recognition system called “NameTag” for its Ray‑Ban smart glasses. WIRED reported on June 4 that robust but inactive code for NameTag was shipped inside the Meta AI companion app, which has been downloaded tens of millions of times. In response, Meta’s Vice‑President of Communications Andy Stone tweeted, “The feature doesn’t exist!” The code was then removed from the app the next day.

Code Presence and Independent Verification

WIRED’s analysis shows that NameTag code appeared in the app as early as January, with the New York Times noting the project in mid‑February. By May, the core components were still present. An independent researcher known as Buchodi examined the code at WIRED’s request and successfully used it to recognize a photograph of philosopher Michel Foucault, proving that a functional face‑recognition pipeline existed.

Conflicting Statements from Meta Executives

Meta CTO Andrew “Boz” Bosworth discussed NameTag in detail on the July 8 episode of “The Most Interesting Thing in AI.” He described a scenario where, while wearing the glasses, the system could display “the name of someone you’ve met before” that is standing right in front of you. Yet spokesperson Ryan Daniels later emphasized that Bosworth used the conditional word “would,” meaning the feature is still hypothetical, not released to consumers.

Legal and Privacy Considerations

The system converts captured faces into unique numerical signatures—“faceprints”—that are stored locally on users’ devices, not in a central database. This design helps Meta sidestep statutes such as Illinois’ Biometric Information Privacy Act (BIPA) and Texas’ Capture or Use of Biometric Identifier Act (CUBI), which require explicit consent for biometric collection and limit large‑scale central repositories.

What Lies Ahead

If Meta eventually rolls out NameTag to consumers, it will need to balance regulatory compliance, data‑security safeguards, and a seamless user experience. The code exists, but a publicly usable implementation still requires additional tooling and policy decisions.