Does Instagram Really Listen to You?

For years, internet users have debated a popular theory: that Instagram secretly listens to our conversations through smartphone microphones to tailor advertising. Many are convinced—mention “new jeans,” and suddenly your feed is filled with denim ads. But how much truth is there behind this idea?

Adam Mosseri, head of Instagram, recently clarified the issue. According to him, the platform does not use smartphone microphones to gather information for advertising purposes. Even his own friends, Mosseri admits, are sometimes skeptical, amazed at the accuracy of Meta’s algorithms. Still, the company has consistently denied these allegations. As far back as 2016, when the company was still Facebook, it published an official statement and later reinforced it in testimony before the U.S. Congress.

Mosseri stresses: if apps truly listened through microphones, it would be easy to detect. Users would notice microphone indicators on their screens and faster battery drain. Instead, Instagram relies on a highly sophisticated recommendation system. This system processes user activity—websites visited, pages liked, ads clicked—using partner services to create behavioral profiles for ad targeting.

The system goes even further: by analyzing patterns among similar users, Instagram predicts new interests. If you enjoy books, cooking, and dogs, the algorithm searches for people with that mix of interests and then identifies additional topics to recommend to you.

The Role of Artificial Intelligence

Looking ahead, Meta plans to integrate artificial intelligence into its data processing. Starting December 16, a new privacy policy allows the company to incorporate user interactions with Meta’s AI tools, including chatbots. Conversations with AI often reveal personal interests, hobbies, or future plans—potentially providing even richer advertising insights than traditional behavioral data.

Why Ads Feel “Psychic”

Mosseri also explains the psychological aspect. Often, when people feel Instagram “read their mind,” it’s simply coincidence or selective attention. You might have seen an ad before but ignored it. After discussing a product in conversation, you notice the ad again and interpret it as uncanny timing. In reality, it’s the algorithm surfacing content you’ve already been exposed to.

Instagram doesn’t need to eavesdrop. Its powerful data systems, combined with human psychology, create the impression that your phone is listening when, in fact, it’s not.