Facebook Inc.-owned Instagram is deploying machine learning tools to crack down on inauthentic behavior including fake likes, follows and comments.

“Recently, we’ve seen accounts use third-party apps to artificially grow their audience,” Instagram said in a statement today. “Every day people come to Instagram to have real experiences, including genuine interactions. It is our responsibility to ensure these experiences aren’t disrupted by inauthentic activity.”

Instagram has surged in popularity over the last two years to become the second-largest social network behind Facebook itself. Unlike Facebook, which is primarily links between friends and following pages, Instagram is much more centered around being a popularity contest where people seek followers to boost their influence.

Given the emphasis on popularity, users have found ways to boost numbers artificially. For example, the first result in Google for “buy Instagram followers” offers 100 Instagram followers for $2.95 and 5,000 followers for $39.95. Instagram likes and comments can also be purchased similar rates.

Influence on Instagram is a massive business. Although Instagram offers its own advertising, influencers also do direct deals. Numbers vary depending on the size of the account, the form of campaign and the targeted niche. But according to one report, an account with 100,000 users can charge about $2,700 for a single sponsored post, while larger accounts can charge six figures per post.

Fake follower and engagement stats distort both Instagram’s direct advertising business and influencer marketing — roughly the Instagram version of fake page views on a website boosting advertising rates.

Along with removing fake followers, comments and likes, Instagram noted that account users caught boosting their numbers will also receive an in-app message alerting them that the inauthentic activity has been removed. They will have to change their password if the third-party service they have been using has access to it.

Instagram added that “we’ll have more updates in the coming weeks on additional measures we’re taking to tackle inauthentic activity on Instagram,” though it didn’t provide specifics.

Image: Instagram