Toward the tail end of the Covid pandemic, Katya Karlova’s career morphed from fashion model to Instagram influencer. As businesses started to reopen, Karlova started posting photos of herself on the app to connect with other photographers, leading to more opportunities.
Her following on the photo-sharing service ballooned to over 250,000 people, the type of reach that attracted brand partnerships. Clothing companies like Secrets in Lace, which sells nylon stockings and lingerie, paid Karlova to promote their products in her videos.
Karlova, who lives in Los Angeles, even became a verified Instagram user, signifying at the time that she was “notable and unique,” according to Instagram’s help center.
But the party ended in a hurry.
When Meta, the parent company of Facebook and Instagram, began its cost-cutting spree in late 2022 and amped it up this year, Karlova’s Instagram account turned into collateral damage. As part of the company’s two rounds of layoffs, equaling roughly 21,000 job cuts, Meta gutted wide swaths of its customer service operation, leaving influencers and businesses with nobody to contact about their accounts.
For Karlova, that meant internet scammers were suddenly given free rein to her profile, stealing her photos and creating fake accounts that they could use to deceive Instagram users, in some cases convincing them to send money for what they described as adult-related content.
“This is really damaging,” Karlova said in an interview. “This is my brand and I work really hard to build it to be something impactful and positive.”
Even prior to the cost cuts, Karlova said Instagram failed to quickly remove fake accounts when she would report them despite the fact that new fraudsters would pop up by the week. She thought that, in becoming a verified user two months ago, she would receive a higher level of support.
However, she soon realized that her requests for help continued to go unattended, telling CNBC it’s “literally like it goes into the void.”
According to former Meta employees and documents filed to the U.S. Department of Labor, many of the layoffs affected staffers in client support, customer experience and communities.
CNBC spoke with influencers, small businesses and Meta account managers as well as a half-dozen former contractors and former Meta employees about the deterioration in customer service at the company since the job cuts began in November. Taken together, they tell the story of a company whose quick pivot in late 2022 from rapid expansion mode to forced contraction had an outsized impact on parts of the business that don’t generate revenue.
The slashing of customer service has left Meta unable to address user issues ranging from people being locked out of their accounts to software bugs not getting fixed in Facebook Groups. It’s long been a challenge for Meta, given that Facebook and Instagram are used daily by billions of people. In August, Meta’s vice president of global affairs, Brent Harris, told Bloomberg News the tech giant was looking to improve its support.
A Meta spokesperson declined to comment for this story but sent CNBC examples of various ways the company has invested in customer service in recent years, including a small test of a live chat support feature on Facebook and a support site for some creators.
‘We felt it’
MeLynda Rinker has a front-row seat to the chaos. She’s a Meta certified community manager, overseeing a massive Facebook group of users who love the color pink.
Each day, some of the more than 420,000 members of 50 Shades of Pink, a group created by Rinker in 2012, log onto Facebook to share photos of pink flowers, pink Cadillacs, pink spatulas, pink hair, pink sunsets and even pink telephones.
In early February, Rinker noticed a problem with Facebook’s backend system, which she uses to manage the group and track analytics and growth metrics. A graph indicated that 50 Shades of Pink was generating zero user activity. She knew something was broken.
Rinker needed to contact someone from Facebook for help, but when she called there was nobody home.
“The day that all those people got fired, we felt it — those of us on Facebook felt it,” said Rinker. “You could tell that things weren’t getting fixed, you could tell that there were struggles because they fired all these people, so the people that remain are working with less to get the same stuff done.”
Rinker was a member of Facebook’s Power Admins Global Program, an invite-only club for influential group managers. That distinction gave her access to Groups Support where she could get help from Facebook employees who could troubleshoot technical bugs and offer product suggestions.
Facebook shut down Groups Support in January. Several group administrators, who asked not to be named, said that in the absence of the customer support feature, trying to reach an employee through the more general help center often proves futile.
According to a screenshot shared with CNBC, Facebook notified group administrators on Jan. 19 that Groups Support would no longer be available as of Jan. 23. The message with the headline, “Saying goodbye to Groups Support,” didn’t provide an explanation for the change and referred administrators to various help pages and resources in case they experienced technical problems.
“Communities are still the heart of the Facebook mission, and we continue to look at meaningful ways to invest in communities, Groups and the Facebook experience at large,” the message said.
Rinker said she was eventually able to resolve the analytics bug by personally contacting a Meta employee who she knew to escalate the issue. But that’s a Band-Aid solution and not a long-term fix. Rinker said there’s one thing the company could do if it wants to prove it cares about supporting groups after promoting them “heavily” the last few years.
“We need to put support back with those groups in order to truly show those admins that what they’re doing is important,” Rinker said.
Yet several former employees said Meta’s mass layoffs would make it even more difficult to address the rise of user complaints as CEO Mark Zuckerberg tries to right the ship following a brutal 2022.
In February, Zuckerberg declared 2023 Meta’s “year of efficiency,” which includes “becoming a stronger and more nimble organization.” His comments bolstered the beaten-down stock. But they spelled deepening concern for those focused on customer experience.
An ex-employee said there were so many support complaints in 2022 that they bogged down the internal hotline called “Oops,” which people in customer service use to prioritize issues for friends, acquaintances and family members.
Mark Zuckerberg, chief executive officer of Meta Platforms Inc., demonstrates the Meta Quest Pro during the virtual Meta Connect event in New York, US, on Tuesday, Oct. 11, 2022.
Michael Nagle | Bloomberg | Getty Images
One way Meta is trying to address the problem is through paid subscriptions. In March, the company released a verification offering in the U.S. for a monthly fee of $11.99 on the internet and $14.99 on Apple iOS devices.
The company says Meta Verified helps people, particularly influencers, get extra account protection and monitoring as well as account support.
“Get help when you need it from a real person on common account issues that matter to you,” Meta said in promotional materials for the service. Meta Verified is not yet available for businesses, but multiple firms told CNBC that they expect it to be soon.
Nobody home for business calls
Amanda Holliday, a marketing consultant, said many of her business clients contacted her the weekend Zuckerberg first announced the testing of a subscription service. While Holliday said she tries to remind her clients “to have patience and perspective and gratitude” for platforms that give marketers huge reach, she’s recognized the growing frustration.
Holliday said it appears that the only people who get customer service are those who represent a company that’s spending heavily on advertising. “It’s pretty much impossible to get a hold of anyone,” she said. “They walk you through steps you need to do for things and then you’re just sort of left like holding your phone waiting, hoping that they got your request or issue, and then you don’t hear anything usually.”
Marc Bridge, CEO of online jewelry retailer At Present, said Meta’s customer-support team routinely contacts him because he’s been steadily reducing ad spending since Apple’s 2021 privacy change that made it harder to target users.
Bridge said Meta should consider putting more investment into keeping customers happy rather than chasing them after they’re gone, calling it a “missed opportunity.”
Now that Meta has become bottom line focused, it’s trying to quickly cut areas viewed as cost centers. Some former members of the Communities team, which is tasked with building and maintaining relationships with groups on Facebook, said they’ve struggled to justify how they directly help with profitability.
Last summer, Robert Lopez, a celebrity hairstylist for the ROIL Salon in Los Angeles, experienced a nightmare situation on Instagram that began with a seemingly innocent direct message from a friend in the industry.
The message told Lopez to check out his friend’s videos on Instagram. In the clips, his friend seemed to be bragging about making a lot of money in an investment deal. After chatting back and forth with the friend, Lopez found himself the victim of a phishing scam that resulted in his account being taken over by a hacker.
Making matters worse, the hacker threatened to release compromising videos that Lopez sent to his romantic partner via Instagram DMs if he failed to pay a $5,000 fee.
Lopez was able to reach Instagram support, but the people he wrote to said they couldn’t confirm his identity, leaving him helpless as the hacker ran roughshod over his account. He was finally able to get the situation fixed by a friend at the company, but plenty of damage had been done.
“I lost a lot of followers and that does affect my work,” Lopez said, noting that companies monitor accounts when they’re considering product sponsorship deals. “The more followers you have, the more you get paid.”
But the bigger problem for him going forward is that his inside source was laid off in November, meaning next time he may not be so lucky.
Lopez’s only other option is get help through the verification subscription. However, some influencers say Facebook has had such poor customer service that there’s no reason to pay for it.
Karlova said her Instagram account is still plagued by scammers who are eating into her income, causing continued stress in her personal and professional life. With all of the turmoil taking place inside Meta and the company’s focus on cost cuts, it’s hard to have confidence that management will get this right, she said.
More recently, Karlova said Instagram flagged five of her posts that the company’s content-moderating algorithms deemed sexual in nature, leading to a dip in her following. She said it was “a big deal because they flagged partnership posts that I created for brands, which could make brands not want to work with me and impact my earning potential.”
Karlova was finally able to contest the decision but not before her account suffered days of poor statistics.
“I’m just at a loss with the amount of issues with their algorithm and the fact that there’s no one to even speak to about this,” she said.
After all the problems she’s experienced, Karlova questions whether Meta will be able to provide better customer service. It seems less likely now that even fewer people are tasked with addressing support issues.
“I don’t know that they have the bandwidth or the people to do this,” Karlova said. “I just don’t see the implementation of it. I just don’t get how it would happen.”
Thomas Fuller | SOPA Images | Lightrocket | Getty Images
A judge ordered that X and xAI’s lawsuit accusing Apple and OpenAI of trying to maintain monopolies in artificial intelligence markets must remain in federal court in Fort Worth, Texas, despite “at best minimal connections” to that geographic area by any of the companies.
Judge Mark Pittman, in a sharply ironic four-page order on Thursday, encouraged the companies to relocate their headquarters to Fort Worth, given their preference for the antitrust lawsuit to be heard there.
Pittman’s order implicitly aims at the tendency of some plaintiffs of a conservative bent to file lawsuits in the Fort Worth division of the U.S. Northern District of Texas courts to increase their chances of winning favorable rulings from the two active judges there, both of whom were appointed by Republicans.
Those plaintiffs have included X and Tesla, both controlled by mega-billionaire Elon Musk, who, until earlier this year, was a top advisor to President Donald Trump.
Pittman was appointed by Trump, but has been critical of the practice of targeting lawsuits to specific judicial districts, known as forum-shopping.
In his order on Thursday, Pittman said that the Fort Worth division’s docket is two to three times busier than the docket of the Dallas division, which has more judges.
Pittman’s order noted that neither Apple nor OpenAI has a strong connection to Fort Worth, other than several Apple stores.
“And, of course, under that logic, there is not a district and division in the entire United States that would not be an appropriate venue for this lawsuit,” Pittman wrote.
X Corp. is headquartered in Bastrop, Texas — roughly 200 miles south of Fort Worth — while both Apple and OpenAI are headquartered in California. Musk’s xAI acquired his social media company X in March in an all-stock transaction.
“Given the present desire to have venue in Fort Worth, the numerous high-stakes lawsuits previously adjudicated in the Fort Worth Division, and the vitality of Fort Worth, the Court highly encourages the Parties to consider moving their headquarters to Fort Worth,” the judge wrote.
“Fort Worth has much more going for it than just the unique artwork on the fourth floor of its historic federal courthouse,” Pittman said.
The judge had asked the three companies to explain why the case belonged in the Fort Worth court.
But neither Apple nor OpenAI requested that the case be moved before the judge’s Oct. 9 deadline, Pittman noted in the order.
Read more CNBC politics coverage
Still, Pittman opted to keep the case in the Fort Worth division.
“The fact that neither Defendant filed a motion to transfer venue serves as a consideration for the Court,” the judge wrote. “And the Court ‘respect[s]’ Plaintiffs’ choice of venue.”
“But the Court does not make its decision lightly or without reservations. This case contains at best minimal connections to the Fort Worth Division of the Northern District of Texas,” Pittman wrote. “Possibly one of the strongest points made by Plaintiffs is the mere fact that ‘Apple sell[s] iPhones [in this Division] (and many other products) and OpenAI offer[s] ChatGPT nationwide.'”
“After more than a decade of service presiding over thousands of cases in three different courts, the undersigned continues to feel strongly that ‘[v]enue is not a continental breakfast; you cannot pick and choose on a Plaintiffs’ whim where and how a lawsuit is filed,'” the judge sniped.
But Pittman noted that he had little, if any, choice in the decision to keep the suit in his courthouse.
The U.S. 5th Circuit Court of Appeals, whose jurisdiction includes federal courts in Texas, has raised “the standard for transferring venue to new heights,” Pittman wrote.
Last year, the 5th Circuit twice slapped down orders by Pittman to transfer to Washington, D.C., a lawsuit by trade groups representing large banks challenging a rule issued by the Consumer Financial Protection Bureau, which capped credit card late fees at $8 per month.
The 5th Circuit said Pittman’s court “clearly abused its discretion” in trying to move the case.
OpenAI declined to comment to CNBC, referring a reporter to its public filings in the lawsuit. X and Apple did not immediately respond to a request for comment.
Musk’s X and xAI sued Apple and OpenAI in August, alleging the companies of an “anticompetitive scheme” to maintain monopolies in artificial intelligence markets.
The lawsuit accused Apple of favoring OpenAI’s ChatGPT on its App Store rankings and deprioritizing other competitors, such as xAI’s Grok.
Earlier this month, a judge in Washington, D.C., blocked Musk’s request to move the Securities and Exchange Commission’s lawsuit over his alleged improper disclosure of his stake in Twitter to Texas. Musk renamed Twitter to X after purchasing the company.
More companies are announcing AI-driven layoffs from Salesforce to Accenture.
Twenty20
From tech to airlines, large global companies have been slashing staff as the real-world impact of artificial intelligence plays out, spooking employees. But critics say AI has become an easy excuse for firms looking to downsize.
Last month, tech consultancy firm Accenture announced a restructuring plan that includes quick exits for workers that aren’t first able to reskill on AI. Days later, Lufthansa said it was going to eliminate 4,000 jobs by 2030 as it leans on AI to increase efficiency.
The headlines are grim, but Fabian Stephany, assistant professor of AI and work at the Oxford Internet Institute, said there might be more to job cuts than meets the eye.
Previously there may have been some stigma attached to using AI, but now companies are “scapegoating” the technology to take the fall for challenging business moves such as layoffs.
“I’m really skeptical whether the layoffs that we see currently are really due to true efficiency gains. It’s rather really a projection into AI in the sense of ‘We can use AI to make good excuses,'” Stephany said in an interview with CNBC.
Companies can essentially position themselves at the frontier of AI technology to appear innovative and competitive, and simultaneously conceal the real reasons for layoffs, according to Stephany.
“There might be various other reasons why companies are having to get rid of part of their workforce … Duolingo or Klarna are really prime candidates for this because there has been overhiring during Corona [Covid-19 pandemic] as well,” the professor said.
Some companies that flourished during the pandemic “significantly overhired” and the recent layoffs might just be a “market clearance.”
“It’s to some extent firing people that for whom there had not been a sustainable long term perspective and instead of saying “we miscalculated this two, three years ago, they can now come to the scapegoating, and that is saying ‘it’s because of AI though,'” he added.
This pattern has sparked conversation online. One founder, Jean-Christophe Bouglé even said in a popular LinkedIn post that AI adoption is at a “much slower pace” than is being claimed and in large corporations “there’s not much happening” with AI projects even being rolled back due to cost or security concerns.
“At the same time there are announcements of big layoff plans ‘because of AI.’ It looks like a big excuse, in a context where the economy in many countries is slowing down, despite what the incredible performance of stock exchanges suggest,” said Bouglé, who co-founded Authentic.ly.
Feeding the fear of AI
Jasmine Escalera, a careers expert, said this concealment is “feeding the fear of AI” with employees globally concerned about their jobs being replaced as a result of AI.
“So we already know that employees are scared because companies are not being honest, open and communicative about how they’re implementing AI,” Escalera told CNBC Make It. “Now companies are openly stating ‘We’re doing this [layoffs] because of AI’ so it’s feeding the frenzy.”
Escalera said big companies need to be more responsible as they set the tone for what’s the norm in business decision making and avoid greenlighting “bad behavior.”
A Salesforce spokesperson clarified to CNBC that the company deployed its own AI agent, Agentforce, which reduced the number of customer support cases and eliminated the need to “backfill support engineer roles,” they said.
“We’ve successfully redeployed hundreds of employees into other areas like professional services, sales, and customer success,” the Salesforce spokesperson added.
Klarna directed CNBC to its co-founder and CEO Sebastian Siemiatkowski’s comments on X where he explained that the company shrank its workforce from 5,500 to 3,000 people in two years but “AI is only part of that story.”
Siemiatkowski linked the workforce reduction to slimming down its analytics team to one “success team,” with many then leaving by natural attrition as well as the reduction of the company’s customer success team.
Lufthansa and Accenturedeclined to comment on the matter and did not share any further details on their AI restructuring strategy. Duolingo did not respond to CNBC’s request for comment.
Mass AI layoffs are not here
The Budget Lab, a non-partisan policy research center at Yale University, released a report on Wednesday which showed that U.S. labor has actually been little disrupted by AI automation since the release of ChatGPT in 2022.
The lab examined U.S. labor market data from November 2022 to July 2025 using a “dissimilarity index” which measured how much the occupational mix—the share of workers in different jobs—has shifted since AI’s debut and compared it to other technological shifts such as the introduction of computers and the internet.It found that AI hasn’t yet caused widespread job losses.
Additionally, New York Fed economists released research in early September which showed that AI use amongst firms “do not point to significant reductions in employment” across the services and manufacturing industry in the New York–Northern New Jersey region.
It found that 40% of service firms said they were using AI this year, up from 25% last year, while manufacturing firms saw a similar jump from 16% last year to 26% this year, but very few were using AI to layoff workers.
Only 1% of the services firm reported AI as the reason for laying off workers in the past six months, down from 10% that had laid off workers using AI in 2024. Meanwhile, 12% of services firms said AI made them hire less workers in 2025.
By contrast, 35% of services firms have used AI to retrain employees and 11% have hired more as a result.
Stephany said there isn’t much evidence from his research that shows large levels of technological unemployment due to AI.
“Economists call this structural unemployment, so the pie of work is not big enough for everybody anymore and so people will lose jobs definitely because of of AI, I don’t think that this is happening on a mass scale,” he said.
He added that concerns about technology putting an end to human work can be seen throughout history.
“It reoccurred this century alone a dozen times, you can go back to ancient times where Roman emperors put hold to certain machines because they were worried about this and always the contrary happened. The machine made companies, industries more productive.
“It allowed for the emergence of entirely new jobs. If you think about the internet 20 years ago, nobody would have known what a social media influencer is, what an app developer is because it didn’t exist.”
Read more about companies conducting AI layoffs below:
The Kalshi logo arranged on a laptop in New York, US, on Monday, Feb. 10, 2025.
Gabby Jones | Bloomberg | Getty Images
Close to half of Kalshi’s user base experienced glitches and delays on Saturday during college football games, a major source of trades, as some said they were temporarily unable to process orders.
In a message sent to a user obtained by CNBC, the predictions market service’s website apologized for any inconvenience and said it was “looking into” the issues traders were experiencing.
“The Exchange is experiencing temporary delays,” the message read. “Balances and positions may not be accurately reflected at this time.”
One user shared a screen recording and screenshots with CNBC that showed they were unable to see their balance or bets while the issues persisted.
A number of users on X reported the website was down when they were trying to place bets on college football games, with some saying they had open orders that wouldn’t process. When CNBC visited the website, it wouldn’t load, showing only a green K with a spinning circle around it for more than 20 minutes. The platform later loaded.
“Earlier today, Kalshi experienced minor glitches that temporarily affected some user experiences. No exchange outage occurred, no funds were affected, and the issues are now resolved,” the company said in a statement.
Earlier, a spokesperson denied there was an outage and said the exchange “never stopped functioning properly.” He added that there has been no impact on clearing, advanced trading, or institutional trading.
“There were some glitches and delays on our web and app product, which affected less than half of our user base,” the spokesperson said.
A little over a week ago, Kalshi announced a $300 million Series D funding round that valued the company at $5 billion, more than double its $2 billion valuation in June after its Series C round.
The round was co-led by Andreessen Horowitz (a16z) and Sequoia Capital, with participation from Paradigm. Additional backers included Coinbase Ventures, General Catalyst, Spark Capital and CapitalG.
The company, founded in 2018, rose to prominence by offering bettors the ability to trade on a wide range of real-world events, from football games to who President Donald Trump could pardon this year.