Does a software feature exist if its code has been deployed to the devices of millions but can't be used? Meta’s executives have spent weeks in a convoluted dance, claiming NameTag doesn’t exist despite evidence suggesting otherwise. The tech giant’s vice president of communications, Andy Stone, insisted it couldn’t be described because ‘the feature doesn’t exist,' only for Chief Technology Officer Andrew Bosworth to describe how it would work.

The confusion stems from the company removing the code after reports emerged, yet acknowledging its existence in a conditional sense. WIRED’s analysis revealed a technically functional face-recognition system within Meta’s app. Meta insists that NameTag won’t rely on central databases, instead using unique numerical signatures stored locally but backed by server data.

The distinction is crucial for legal and ethical reasons, particularly concerning biometric privacy laws in states like Illinois and Texas. Despite the back-and-forth, it’s clear that NameTag has been in development since early 2025 and its existence remains a topic of debate within Meta and among tech journalists.