Facebook is rebranding itself as ‘Meta’

Facebook, the social network, will no longer define the future of Facebook, the company that will now be known as Meta. Facebook Inc. is changing the name in order to distinguish its beleaguered social network, which has an increasingly poor reputation around the globe, from the company that is pinning on the promise of a “metaverse.”

“Our brand is so tightly linked to one product that it can’t possibly represent everything that we’re doing today, let alone in the future,” Zuckerberg said. “From now on, we’re going to be metaverse-first, not Facebook first.”

Zuckerberg announced the new name during a virtual (meta-virtual?) keynote for the company’s Connect event. Under its new arrangement, Facebook and its “family of apps” will be a division of the larger Meta company, which will still be led my Zuckerberg.

The restructuring bears some similarities to when Google restructured itself , the holding company that now operates Google, along with its “other bets” like DeepMind and Nest. Facebook previously said it plans to separate Facebook Reality Labs, its AR and VR group, from the rest of the company when reporting its financial performance. In a new statement it added that its”corporate structure” won’t be changing.

Facebook is positioning the name as more reflective of its future ambitions to evolve from social network to . Zuckerberg still has yet to clearly define exactly what being a “metaverse company” means for its main platform and users, but augmented and virtual reality are central to the vision. The company has already shown off an early version of one project, called Horizon Workrooms, that allows people to in VR. The company also previewed new “Horizon Home” and “Horizon Venues” experiences. And, earlier this month, the company announced plans 10,000 new workers in Europe in order to build out its metaverse.

The name change also comes at one of the most precarious moments in the company’s history. The social network is reeling from the fallout of the a trove of internal documents collected by a former employee turned whistleblower. The documents have been the basis for a series of complaints to the Securities and Exchange Commission, as well as the source of more than a dozen reports about the company’s failings to stem the tide of misinformation, hate speech and other harms caused by the platform.

Developing…