Teen Private By Default Launch Decision Review

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Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 1 of 45 AMENDED Exhibit 347 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 2 of 45 Teen Private By Default Launch Decision Review August 2020 Growth Graph Team Meta-Kilstein-57 12/17/2024 Jenny L. Griffin, CSR HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136977 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 3 of 45 Meeting Goals 1. Review results and answer any questions on the impact of defaulting teens to private 1. Make go/no-go decision for the global teen private-by-default launch HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136978 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 4 of 45 Discussion Question Are we comfortable launching private-by-default for teens with the identified retention and engagemenit drops? HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136979 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Agenda 1. Problem Review 1. Default Teens to Private Test Results 1. Launch Options & Risks 1. Launch Decision Page 5 of 45 HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136980 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 6 of 45 Private-by-default - Executive Summary Context Original Estimation Was High Mitigations The Launch Tradeoff Launch Decision The goal for defaulting teens to private is to create a safer space for leans that is both in-line with teen, parental, safety experts, and regulator expectations. As a result of testing private-by-default for teens in October 2019 the Growth team projected a 1.5M teen MAP drop 1-49% new teen MAP) per year, of which the Growth Graph team set cut to mitigate as much of the drop as possible to "lesexensibly" launch. From our holdout, we see the original estimates of MAP overstated the impact by 000k, and the actual MAP drop was only 900k (-1.70 new teen MAPI per year vs. 1.5M for pemary accounts Fromm 12 tools the Graph team ran in H1, we have inunched 7 and mitigated 22% of the now twen MAP drop (200% MAP for primary accounts) led try kay product launches like aciding the contact join notification for new private accounts, bringing new follow recuests to the Activity Feed, adding a follow request reminder notification, and personalized Pagefiant based candkiste sourcing. +We want to make instagram a safer space for teens. Instagram in behind the inclusitry on keeping our piform sate for minors. Other platforms including Tikiot, have taken bold moves to reduce interactions by strangers. We previously announced private-by-default ice minora esti part of our December age collection moment which helpiec us land a favorable announcement. This is an area of high scrutiny by regulators and would be better for Instagram to address allamatively than forced tov regulation Doing to will result in -2.2% teen DAP (-0.3% overall DAP), -1.9% teen TS (-0.3% overall, -2.3% teen fearl impressions (-0.3% overall, -1.7% lean story impressions (-0.2% overal), -4.4% teen fead creation (-0.6% overail), 2.5% teen story creation (-0.4% overal in & years, even after the Graph teema mitigation work in H1. While svall on top-ine toxiny, thie will anthus over brme as mens continue to join IG. With a cear view that the total new feen MAP impact will be -831k per vear (-700k from primary sccounts and -131k fram emocinoary) and the fact that we believe we have run the highest limpact teers possible SCA SCA SCA Policy/Legal/Comers/Privad SCA Review Final MAP drop (primary+secondary): These are estimates based on global MAP numbers and teen population in the countries vs. global. FCI teens: 308K per year US teens: 57K per year HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136981 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 7 of 45 Launch Options & Recommendations Decision 1 Do we believe there's more meaningful work we can do to mitigate the teen MAP drop? Decision 2-Given the tradeoffs, do we launch private-by-default for teens? No More Mitigations Growth Team Recommendation (limited room for further mitigation and not worth US DAU work tradeoff) Invest Further In Mitigations Naw no 10 MK PS2 toere to existing seem Uprank PBD seers in models Imprave in leed follow rompuest unit Retention: DAP: -0.3% topline in 5 years (-0.02% today) Teen DAP:-22% topline lean DAP in 5 years Engagement: Overall TS: -0.3% topline in 5 years (-0.02% today) Feed impressions: -0.3% topline in 5 years (-0.01% today) Story impressions: -0.2% topline in & years (-0.01% today) Feed creation:-0.6% topline in 5 years (-0.05% today) • Story creation: -0.49% topline in 5 years (-0.03% today) Retention (compared with no more mitigations): DAP: 40,05% topline in 5 years Teen DAP +0.27% topline teen DAP in 5 years Engagement (compared with no more mitigations): Overall TS: +0.00% topline in 5 years Feed impressions: +0.04% topline in years • Story impressions: +0.03% topline in 5 years •Feed creation: +0.08% topline in 5 years Story creation: +0.04% topline in 5 years Launch Now Policy/Legal/Comms/ Privacy/Well-being Teams Recommendation Don't Launch (Now) Growth Team Recommendation PRIV PRIV HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136982 Review Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 8 of 45 Why should we default teens to private accounts? 1. Will Increase Teen Safety: Defaulting teens to private will help prevent high severity actions such as child grooming and inappropriate contact with minors. As a result of defaulting to private, private account adoption increases by 5.5x for teens, making it harder for bad actors to discover and message them. 2. In-line With Teen User Expectations: Parents and teachers often warn teens to avoid "creepy older people on the internet." Because of that, most teens prefer private accounts and wish to see privacy controls during onboarding. (First 14-days research from Yugian) 3. In-line With Parent Expectations: Parents are worried about the security and privacy of information and who can contact them their teens. While parent usage of Instagram is relatively low, they are aware of private accounts and said it limits the number of strangers that can reach out Talking about Safety Research from Wendy). 4. In-line With Regulator Expectations: Providing additional resources and protections- such as private-by-default-for teens will strengthen many of our legal and policy positions across multiple jurisdictions as they relate to the processing of the data of minors, and may soon be required in some countries. 5. In-line With Safety Experts' Expectations: Safety partners and civil society groups regularly flag for us that defaulting teens to private accounts is necessary to give them a safe onboarding experience to our platform. 6. Previously Announced Externally: We announced this as part of our age collection moment in December 2019. The inclusion of the safety rationale for collecting age helped us land this favorable in press and avoid criticism that this was a move solely intended to help with ads targeting. We've also discussed with third-party policy partners (e.g., Anti-Bullying Association in UK, Unilever 5Rights Foundation) 7. Decreased Follows from Growth Hackers: By defaulting teens to private, we decreased # teens with inbound follows from Growth Hackers by 24% and # growth hacker follows by 25% during their first 7 days on the platform. HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136983 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 9 of 45 Why aren't tags, mentions, and DM reachability a part of defaulting teens to private? 1. Well-being and Community made the decision to treat visibility, discoverability, and interactions are separate constructs for teen safety. a. Visibility relates to private accounts b. Discoverability relates to the account being discoverable by others c. Interactions relate to how an unconnected account can tag, mention, or DM you. 1. Tag and mention opt-in settings were shipped in H1 to help prevent bullying and DM reachability settings are launched in certain markets. 1. After considering default strategies for interaction settings, ultimately Well-being and Community decided to leave as opt-in because of analysis showing significant value with current defaults. a. Approximately 50% of 1:1 DM requests sent to new users in their first fourteen days on Instagram lead to the sender following the recipient at the end of the first 4 weeks. b. This means Dis from unconnected accounts are an important way that new users make connections Note on DM reachability insights. Skip in discussion HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136984 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 When we default teens to private accounts, we are successful at nudging new teen users into the safer private accounts on Day 1. By making the selection more obvious/defaulted and seeing a spike in adoption, this also aligns with our research finding that most teens prefer private accounts to prevent strangers seeing their personal info and content. 9:41 Private +5.5x fore toon Lasers are private ve control by end of Day 1 overall (Android & IOS) 61% 63% 52% SPROK Page 10 of 45 Account Privacy of overall now toon accounts in lest chouse to be PRIVATE in NUX Primary Accounts Secondary Accounts Public vs Private choice in NLX in our test "Private" is dolaulted We are successful at dramatically increasing the number of private accounts on Day 1 for teens. Query: https://fburl.com/daiquery/p202ava6 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136985 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 11 of 45 As a result of defaulting teens to private, we see decrease in retention and engagement which will compound over 5 years. 1. Teen MAP drop due to inbound follow drop: With mitigations shipped by Graph Product and Graph Rariking, we estimated that the total teen MAP impact will be-831k per year (-700k from primary accounts and-131k from secoridary) from defaulting teeris to private. -1.6% New Teen MAU ■FCI teen MAP: -308K per year ■US teen MAP: -57K per year 1. Engagement Drop: We also saw negative impact in engagement metrics as a result of defaulting teens to private. However, the overall engagement impact was from drop in DAP, NOT in events per DAP (except production). Metric (Test vs. Control) Topline Today Topline in 1 Year Topline in 5 Years Topline Teen Impact in 5 years Overall DAP -0.02% -0.00% -0.3% -2.2% Overall Time Spent -0.02% -0.05% -0.3% -1.9% Overall Feed Impressions -0.01% -0.06% -0.3% -2.3% Overall Story Impressions -0.01% -0.05% -0.2% -1.7% Overall Food Creation -0.05% -0.12% -0.6% -4.4% Overall Story Creation -0.03% -0.07% -0.4% -2.6% 1. Currently, teens are 14% of DAP. As new teens continue to join and grow as a percentage of users, we expect these numbers to grow over time. to cover - However, that comes with serious growth and engagement decreases, even after a half of launching 7 tests to mitigate loss. HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136986 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 12 of 45 The main cause of the 1.7% new teen MAP drop is due to a -20% D7 inbound follows driven by account discoverability and request visibility issues. Private Account Graph Funnel Account Discoverability Follow Consideration Request Visibility Follow Acceptance Is Paul's private account less likely to show up in Mary's SU units? Because Paul's private profile offers less information (no posts, no details on Paul's existing graph) is Mary less likely to request to follow Paul? Does Paul know that he has pending follow requests? When Paul sees Mary's follow request, what is the likelihood that Paul will accept it? 52% of inbound Tollow crop reason:- 18% in D7 legut SU impressions Paul-New Pavete Lisers Mary-Existing Users 45% of inbound follow drop reason 31% in tallaw roqurats soon in fant 7 days 81% of pending requests with impressions get accepted Considering we cannot influence user decision to accept/decline, this represents the upper bound at how much we can rusconably miligate - The loss is mainly a result of a loss in H7 inbound follows, which is a result of account discoverability, these new PBD teens not showing up in others' SU unites, as well as request visibility, these new teens not being aware of their follow requests. The 81% follow acceptance rate also represents an upper bound of how much we can realistically mitigate because these are follows that if private, would be inbounds, but as a result of being private, don't get accepted. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136987 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 13 of 45 Overall 22% of the new teen MAP drop was mitigated (est. based on D7 inbound follow mitigation"). The most impactful mitigation launches are: 11:59 Friday, July 10 SCA Swipe up to open Activity SCA SCA Follow request reminder (%D7 inbound follows) Contact Join Notifications 4.5% 07 Inbound follows) Adding inline follow requests on Activity Feed (+3.2% D7 inbound follows) The drop in inbound follows decreased trom-20.3% to 15.8% for primary accounts Instagram V SCA 3 SCA 2 A Follow request entry-point update on IOS (+4% HVP) Ranking: Personalized PageRank Based Candidate Source to Boost Private Teens Inbound follow. (+0 D7 inbound - I won't go into depth here but the team ran 12 tests and launched 7 across graph and notification teams, resulting in a 22% MAP mitigation. No ib follow gain for PBD teens in the follow request entrypoint QE: since we are testing on all private users, we get very little exposure to new private users to see any stat sig movement during testing phase from a recent finding, < 10% of new teens are on iOS, so we don't expect to see stat sig movement for this target group in our tests HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136988 skip Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 14 of 45 However, we were able to drive some positive engagement impact for PBD teens (primary accounts) via our efforts. Teen story media imp from reciprocal follows in 5 years +10.4% -11.4% (Original impact) -1.39% (After Mitigation) Teen media imp from friends & family in 5 years +9.2% 13.75 (Original lvpart 4,5% (Atter kimination) Teen feed time spent in 5 years +1.1% 2.69% Orginal impact)-1.7% After Milgators HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136989 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 15 of 45 The 22% MAP mitigation was the result of solving 44% of account discoverability and 68% of request visibility issues originally pinpointed. Account Discoverability Solve for private-by-dolautt toons not showing up in SLJ -18% Before Mitigation Total target SUU impression difference flest vs. Controll Request Awareness Bolve lor prvate-by-deleult toons not seeing their follow requests -31% Before Mitigation Follow Requests Been in the first 7 days (Test vs Control) +44% Mitigation +68% Mitigation -10% After Mitigation: Total target SU impression difference (Test vis. Controlj -10% After Mitigation Total target SU impression difference (Test vs. Control) Skip Sizing document: https://fb.quip.com/ex5LAtf2IP6s Potential reasons for the initial MAP drop difference: User ID based test vs. Device ID based test Size based on MAP directly vs. transfer function Original understanding was based on ~1 mo of data vs. new sizing based on more than 2 mo of data HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136990 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 16 of 45 Total launch impact is estimated to be -831K annual teen MAP drop from defaulting both primary and secondary teen accounts to private. Primary Accounts Secondary Accounts -1.5M Ongmal annual toon MAP drop estimato Realized MAP loss -900K .. Realized teen MAP drop from haldout (-1.7% Anrsaal teon MAP drop) +22% Mitigation* .. Not included in original test but a launch requirement from Policy Launch Impact Ecinated based on inbound fall bgation results -700K Estimated Annual MAP drop with all miügations Jaunched -131K Estimated Annual MAP drop with all mitigations Taunched -831K skip Overall, launching PBD for teens will lead to -831k drop in teen MAP and on the following slide, you'll see the drop in overall enagement as well. Sizing document: https://fb.quip.com/ex5LAtf2IP6s Potential reasons for the initial MAP drop difference: User ID based test vs. Device ID based test Size based on MAP directly vs. transfer function Original understanding was based on ~1 mo of data vs. new sizing based on more than 2 mo of data HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136991 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 17 of 45 If we were to invest further in mitigating the effects of defaulting teens to private, we'd recommend iterating on notification, ranking, and product work over the course of H2, which could have +12% more new teen MAP mitigation impact. 11:59 Friday, July 10 Swpe Test new user graph notification to highlight teen accounts (to be tested in H2 from Ranking Services) Instagram SCA 841 Instagram SCA Θ SCA Force upranking PBD teens More aggressive feed ranking of in- feed follow requests - There is more that we could do, but we don't believe there's much more juice left to squeeze here. HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136992 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Legal Legal is Considerations to review PRIV PRIV Page 18 of 45 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-031-00136993 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 to review Page 19 of 45 Comms Considerations We have previously announced this update in December as part of our age collection announcement and have discussed since then reversing course will harm our credibility with press and external stakeholders. Additionally, we're seen as being "behind" our competitors especially TikTok in youth safety. For example, they do not allow anyone under 16 to receive direct messages. As we advance our commitment in Reels, this may become even more apparent in external narratives. As part of our Age Collection announcement (December 2019), we said, "in the coming months, we will use the birthday information you share with us to create more tailored experiences, such as education around account controls and recommended privacy settings for young people." • This announcement resulted in 40+ press articles that noted this commitment as well. • Including this in the announcement helped us land Age Collection favorably and avoid press characterizing it as a move solely directed at improving ads targeting. HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136994 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 20 of 45 Safety Partner Considerations We have repeatedly heard from safety stakeholders that moving to private by default for teen accounts is the safest experience we can offer. "On Instagram, user profiles are set to public by default, meaning anyone can see the users' profile and posts.. If a child's profile is set to public on Instagram, they are at an increased risk of being identified and contacted by other users, who may wish than harm.... By default, a child's profile and photos should only the viewable to their irlande." -Baroness Beoban Kidron OBE. Founder & Chair, flights Foundation "Really support this move. this opens up the possibility of enabling additional protections for young users. For example... we would strongly recommend delault private settings for all users, this is the only way to ensure that all children using the service are aware and in control of their privacy seming, and we know from our work in schools that curently children are not always clear about this." -Wil Gardner, CEO, Chihet intermationsi HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136995 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 21 of 45 Well-being recommends this as a meaningful launch with 3 types of positive impact for Well-being: 1. Reducing bad experiences and harm in aggregate (ie. improving WB metrics) 2. Preventing or mitigating portions of high-severity incidents (ex. YesJuliet) 3. Legitimacy with people and stakeholders (regulators) This recommendation is based on Well-being considerations, including people's expectations (#3). HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136996 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 22 of 45 Well-being metrics for bad experiences -5% for new teen accounts in the test (caveat: -2.2% DAP drop should decrease WB metrics) Category Metric % Change Confidence Interval Definition Self-Remediation Block Self-Remediation Restrict -5.11% ±0.52% -4.16% ±1.2% Self-Remediation FRX Flow -2.49% ±2.13% Feedback and Reporting Experience: Feedback Start Starts Self-Remediation Reports -5.80% ±5.43% Direct Direct Requests -10.80% ±0.97% Pending inbox messages from unconnected Direct Allows -10.06% ±0.95% Direct Declines Direct Direct FRX Flow Starts Comments Media Owner Deletes -3.73% ±3.35% -3.70% ±7.59% -5.75% ±1.90% accounts. Allow sends a Direct Request into the inbox. Decline a Direct Request. Feedback and Reporting Experience: Feedback Starts in Direct When media owner deletes comments on their media. Analysis details: https://fb.quip.com/b55CAqTBnkbl#LBFACAeMW5v HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136997 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 23 of 45 Launch Options & Recommendations Decision 1 Do we believe there's more meaningful work we can do to mitigate the teen MAP drop? Decision 2- Given the tradeoffs, do we launch private-by-default for teens? No More Mitigations Growth Team Recommendation limited room for further mitigation and nol worth US DAU work tradeoff) Invest Further in Mitigations New colif to unpack PBD toens to existing users Uprank PBD tears in models Improve in-leed full request unit Retention: DAP: 0.3% topline in 5 years (-0.02% today) Teen DAP: -2.2% topline teon DAP in 5 yuaTS Engagement: Overall TS: -0.39% topline in 5 years (-0.02% today) Feed impressions:-0.3% topline in 5 years (-0.01% today) Story impressions:-0.2% topline in 5 years (-0.01% today) Feed creation: -0.6% topline in 5 years 1-0.09% today) Story creation: -0.4% topline in 5 years (-0.03% today) Retention (compared with no more mitigations): DAP: +0.0575 topline in 5 years Teen DAP: +0.27% topline teen DAP in 5 years Engagement (compared with no more mitigations): Overall TS: +0.03% topline in 5 years Feed impressions: +0.04% topline in 5 years Story impressions: +0.03% topline in 5 years Feed creation: 0.08% topline in 5 years Story creation: 0.049% topline in 5 yours Launch Now Policy/Legal/Comms/ Privacy/Well-being Teams Recommendation Don't Launch (Now) Growth Tearn Recommendation PRIV PRIV HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-031-00136998 Case 4:22-md-03047-YGR Document 2758-30 Filed 02/20/26 Page 24 of 45 What happened to including tag, mention, and DM reachability as a part of defaulting teens to private? • Well-being made the decision to treat visibility, discoverability, and interactions are separate constructs for teen safety. • Visibility relates to private accounts • Discoverability relates to the account being discoverable by others • Interactions relate to how an unconnected account can tag, mention, or DM you. • Ultimately, tags and mentions opt-in settings were shipped in H1 as opt-in to prevent bullying and DM reachability is reaching code complete for testing from the Direct team. • DM reachability was ultimately decided to be opt-in for teens because data shows (amongst other reasons) that approximately 50% of 1:1 DM requests sent to new users in their first fourteen days on Instagram lead to the sender following the recipient at the end of the first 4 weeks. This means DMs from unconnected accounts are an important way that new users make connections. Note on DM reachability insights. 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