TikTok's new pilot program in partnership with NCMEC will display Amber Alerts within the For You feed, enhancing coverage for missing persons cases.
With alerts prioritized in people's feeds, the program aims to boost awareness and increase response time, which is critical in missing person incidents.
The initiative's pilot in Texas will leverage TikTok's young audience demographic, potentially increasing efforts to locate missing teens who often share similar social circles.
TikTok is focusing on providing utility and assistance during crises, moving beyond just entertainment by collaborating with organizations like NCMEC.
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