Instagram turns 10, implements new features to prevent bullying

SAN FRANCISCO (KGO) -- Instagram is celebrating its tenth birthday on Tuesday. Which, in addition to making us feel old, also means it is rolling out some new features, including an anti-bullying effort.

First, Instagram will automatically hide comments that look like they might constitute bullying.

Users can click on "view hidden comments" to see the remarks.

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Second, Instagram will send a warning message to users whose comments are repeatedly flagged as toxic, warning them their accounts could be deleted.

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Similarly, Instagram added features last year that asks users to reconsider before posting an offensive comment, and allows users to restrict certain accounts so that their comments are not visible. These new changes are a result of a continued effort to adapt AI to fit users' needs without losing engagement and revenue.

"Through these changes, you all remain the heart of Instagram," Adam Mosseri, head of the company, said in an Instagram post. "We're focused on keeping you safe and building new features that fight bullying, improve equity, address fairness and help you feel supported. I'm excited about how these changes will help you create the next wave of culture, and I can't wait to see how you'll inspire us next."

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Mosseri added to expect more updates on the app, including reels, a shopping tab and a better messaging experience.