TikTok has announced the expanded rollout of its AMBER Alerts system in the U.S., aiming to raise awareness about missing children by displaying alerts within the app.
With this feature, users will see details of missing children directly in their For You feed, ensuring that these critical cases receive maximum exposure. This initiative is designed to broaden awareness and increase public engagement in helping locate missing kids.
As TikTok explains: “Today we’re announcing the launch of AMBER Alerts on TikTok with the National Center for Missing & Exploited Children (NCMEC).
This brings critical, time-sensitive information directly to people’s For You feeds to raise awareness of missing children and leverage the power of the US TikTok community to help reunite them with their families.”
Expanding the reach of AMBER Alerts through TikTok has already shown promising results. During an initial test in Texas last year, the impact was significant:
“From August to December 2024, AMBER Alerts on TikTok were viewed over 20 million times and contributed to 2.5 million visits to NCMEC’s website.
AMBER Alerts
Now, we’re expanding these alerts to more than 170 million Americans, so when an AMBER Alert is issued, we’ll show the alert in the For You feed of those within the area.”
This is an important step in leveraging TikTok’s massive reach to boost response times and ensure that alerts reach younger audiences, who are highly active on the platform.
Meta also supports AMBER Alerts across Facebook and Instagram, and with these platforms working together, the potential to quickly locate missing children increases significantly.
In addition to integrating AMBER Alerts, TikTok is also donating advertising credits to further support NCMEC’s messaging through its official TikTok account.
With the platform’s expansive user base and high engagement rates, this initiative could make a meaningful difference.
Given that time is crucial when searching for missing children, TikTok’s AMBER Alerts system represents a valuable and potentially life-saving effort.
