Market leaders are supposed to coast but Meta skipped that lesson.

Three billion here, three billion there: Facebook, Instagram and WhatsApp have each cleared 3 billion monthly actives, keeping Meta comfortably ahead of YouTube’s 2.7 billion.

The family-wide total sits at 3.56 billion, a slight dip on the previous quarter but nowhere near a loss of dominance.

Still, Meta’s shipping like a challenger.

Attribution comes to the shop floor: Lightspeed’s new Meta Conversions API integration pipes point-of-sale transactions straight into Meta, with no ecommerce site required.

Physical-only retailers can finally measure in-store sales driven by their ads. Omnichannel merchants get Meta’s AI optimizing against cross-channel revenue.

Your image, Meta’s headline: Advantage+ Creative can now rewrite the text on your ad images, using your file as the template and leaving fonts, colors and layout untouched.

Jon Loomer fed it one image and got three angles plus eight usable variants back. Creative volume just got a lot cheaper.

Calls without the download: WhatsApp now rings from the browser, with call transfer between devices, waiting rooms, and background noise suppression.

Everything stays end-to-end encrypted, with no time limits and no cost.

And the paperwork: Meta is signing the EU AI Act Code of Practice on AI content transparency.

Run AI-generated creative in the EU and labeling expectations are about to firm up.

Not resting on those laurels. Barely sitting down.