As part of a test, Facebook will permit certain users to have multiple profiles, the company announced today, suggesting a dramatic move as Meta seeks new methods to keep users on the platform in the face of rising competition from rivals.
As part of the test, certain Facebook users will be able to link up to four extra profiles to their primary account. Additional profiles can be utilized for various purposes, such as one for friends, one for coworkers, and others for communicating with interest groups and influencers. Users will continue to have a single account, but will be able to toggle between profiles with a few clicks.
According to Facebook spokesperson Leonard Lam, profiles will be subject to Facebook’s regulations, and infractions on one profile will affect the account as a whole.
“In order to enable users customize their Facebook experience based on their interests and relationships, we’re testing a feature that allows people to have many profiles attached to a single account. “Facebook users must continue to adhere to our policies,” says Lam.
Users who create additional accounts will not be required to use their real name as their display name, according to Lam, so long as the alias does not violate the platform’s rules and does not contain digits or special characters. The Facebook rule requiring account holders to use their real-world names has been a source of disagreement for years, leading to legal action in Germany.
Facebook’s move away from a single profile comes as the site fights to retain users, particularly young people, in the face of growing existential threats such as TikTok. Fourth quarter of 2021 marked the first time in the company’s history that daily users decreased.
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