Facebook has announced a major rebrand that will see the firm change its corporate name to ‘Meta’.

CEO Mark Zuckerberg revealed the rebrand at the annual Connect conference today, where he outlined the company’s extensive Metaverse plans.

“It is time for us to adopt a new company brand to encompass everything we do. To reflect who we are and what we hope to build, I am proud to announce that starting today our company is now Meta,” he said.

“Our mission remains the same. It’s still about bringing people together.”

As part of the reshuffle, individual platforms such as Facebook, Instagram and WhatsApp will continue operating in their current format. However, the parent company will adopt the new name.

Notably, the announcement bears similarities to Google’s 2015 rebrand to Alphabet.

“From now on, we’re going to be Metaverse first, not Facebook first. That means that, over time, you won’t need to use Facebook to use our other services,” he said.

“And as our new brands start showing up in our products, I hope that people come to know the Meta brand and the future that we stand for.”

Mark Zuckerberg has made no secret of his Metaverse plans in recent months, with the founder particularly vocal on the changing focus of the company.

Just last week, Facebook announced it intends to hire more than 10,000 people across Europe as the firm accelerates its Metaverse ambitions.

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The rebrand has been announced during a turbulent period for the social media giant, however.

High-profile leaks have placed the firm on the defensive amid claims that the platform has failed to tackle misinformation. Leaked files obtained by the Wall Street Journal also revealed the company’s own research found Instagram had a negative impact on teen users and exacerbated mental health issues.

Whistleblower Frances Haugen branded the social media site “dangerous” during a recent appearance before MPs, adding that Facebook “unquestionably” accelerates online hate.

In an interview with CBS earlier this month, Haugen claimed the firm prematurely turned off safeguards designed to combat misinformation after last year’s US elections, stating that these actions played a part in the storming of the US Capitol on 6th January.