Facebook is planning to rebrand the company with a new name

Illustration by Alex Castro / The Verge Photo by Justin Sullivan / Getty Images

Facebook is planning to change its company name next week to reflect its focus on building the metaverse, according to a source with direct knowledge of the matter. (Update October 28th, 2:30PM ET: Mark Zuckerberg has revealed Facebook’s new name: Meta)

The coming name change, which CEO Mark Zuckerberg plans to talk about at the company’s annual Connect conference on October 28th, but could unveil sooner, is meant to signal the tech giant’s ambition to be known for more than social media and all the ills that entail. The rebrand would likely position the blue Facebook app as one of many products under a parent company overseeing groups like Instagram, WhatsApp, Oculus, and more. A spokesperson for Facebook declined to comment for this story.

Facebook already has more than 10,000 employees building consumer hardware like AR glasses that Zuckerberg believes will eventually be as ubiquitous as smartphones. In July, he told The Verge that, over the next several years, “we will effectively transition from people seeing us as primarily being a social media company to being a metaverse company.”

A rebrand could also serve to further separate the futuristic work Zuckerberg is focused on from the intense scrutiny Facebook is currently under for the way its social platform operates today. A former employee turned whistleblower, Frances Haugen, recently leaked a trove of damning internal documents to The Wall Street Journal and testified about them before Congress. Antitrust regulators in the US and elsewhere are trying to break the company up, and public trust in how Facebook does business is falling.

Facebook isn’t the first well-known tech company to change its company name as its ambitions expand. In 2015, Google reorganized entirely under a holding company called Alphabet, partly to signal that it was no longer just a search engine, but a sprawling conglomerate with companies making driverless cars and health tech. And Snapchat rebranded to Snap Inc. in 2016, the same year it started calling itself a “camera company” and debuted its first pair of Spectacles camera glasses.

I’m told that the new Facebook company name is a closely-guarded secret within its walls and not known widely, even among its full senior leadership. A possible name could have something to do with Horizon, the name of the still-unreleased VR version of Facebook-meets-Roblox that the company has been developing for the past few years. The name of that app was recently tweaked to Horizon Worlds shortly after Facebook demoed a version for workplace collaboration called Horizon Workrooms.

Aside from Zuckerberg’s comments, Facebook has been steadily laying the groundwork for a greater focus on the next generation of technology. This past summer it set up a dedicated metaverse team. More recently, it announced that the head of AR and VR, Andrew Bosworth, will be promoted to chief technology officer. And just a couple of days ago Facebook announced plans to hire 10,000 more employees to work on the metaverse in Europe.

The metaverse is “going to be a big focus, and I think that this is just going to be a big part of the next chapter for the way that the internet evolves after the mobile internet,” Zuckerberg told The Verge’s Casey Newton this summer. “And I think it’s going to be the next big chapter for our company too, really doubling down in this area.”

Complicating matters is that, while Facebook has been heavily promoting the idea of the metaverse in recent weeks, it’s still not a concept that’s widely understood. The term was coined originally by sci-fi novelist Neal Stephenson to describe a virtual world people escape to from a dystopian, real world. Now it’s being adopted by one of the world’s largest and most controversial companies — and it’ll have to explain why its own virtual world is worth diving into.

Comments

Lol if they just name it Horizon

I hope they do since Horizon would be the perfect name for an evil mega corporation in a dystopian sci-fi story.

So would that mean they’d start calling their conferences an "Event Horizon"? Ok, I’ll see myself out…

I love this idea, ngl

It’s a brilliant strategic plan to fuck over SEO for some of Sony and Microsoft’s flagship games

Is that a What If series where Ultron won?

Zuck’s Feed & Seed

The joke is that the store used to be called Chuck’s…

Yeah, Mark Zuckerberg is doing everything he can to save his dubious reputation.
He would love to be seen as the inventor of the ‘metaverse’, despite Second Life and more relevant, Epic Games with Fortnite successfully did that way before his attempt.
He so desperately wants to save his reputation and be admired Steve Jobs and Bill Gates are admired, he will go to great lengths for that. (see project Amplify)

With "project Amplify" well underway I wouldn’t be surprised that this name change is a part of that project and they want to detach Mark from the (deserved) negative press and his responsibility and place him on some sort of self created inventors pedestal.

Unfortunately for Mark Zuckerberg, he is (rightly so) known by many as a moral incompetent money grabber, who with his polarizing hate for profit platforms, in just 10 years time, has brought polarization to a boiling point no matter the subject, ruined democracies and eroded the collective trust and intellect by turning every 3rd person into a narcissist.

And he wants us to look up to him. GTFO, I’ve flushed down t*rds that I admire more!

He doesn’t want to save his reputation, he wants to control the next platform. They think this is the next iOS/Android and are pushing in at full steam to control it.

makes sense. they been trying to get into that android phone market multiple times.

It’s not my idea, it’s a paraphrased quote from facebook’s leadership

This pretty much sums it up.

Zuckerberg is an untrustworthy psychopath. He needs to be exited out of Facebook and having any influence on cultures and societies around the globe.

Forbidden west

Presenting The Facebook

That was its original name when it was only open for the Ivies.

May I present to you… The Joke.

I considered that possibility, but didn’t think it likely that someone would find it funny.

I would highly encourage you to take note of the 40 upvotes for the OP, 0 upvotes for your response, and the 10 upvotes to "The Joke".

Almost everyone, including their grandmother and their sister Karen understood it was a joke.

40 easily amused people, bless them.

Point being, you gave an explanation literally no one needed.

It’s okay. It didn’t cost anything.

Don’t waste our time

Have a KitKat. May it improve your personality.

So you thought I just happened to earnestly say its original name, without being a joke, and that the metaverse should just have their name with a The at the front of it?

I think you just missed it, it’s ok

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