TikTok is using its reach to help find children who go missing. 

The social media app, used by 170 million Americans, is partnering with National Center for Missing & Exploited Children (NCMEC) for an in-app Amber Alert initiative, the company announced on March 20, 2025. 

“Every second counts when a child goes missing,” Gavin Portnoy, vice president of communications and brand at NCMEC, said in a statement. “By harnessing the reach and speed of a platform like TikTok, parents, caregivers, and communities nationwide can become powerful advocates in the urgent effort to locate missing children.”

Amber Alert, which stands for America's Missing: Broadcast Emergency Response, has successfully recovered 1,221 children as of December 2024. It launched locally in Texas in 1996, following the abduction of 9-year-old Amber Hagerman in Arlington, Texas. It was adopted by all 50 states by 2005.

Now, when law enforcement issues an Amber Alert, TikTok users in the area will be notified via their For You feeds. The alert will include the missing child’s photo, description, last known location, and any other important information that can help find them.

The national TikTok launch follows a pilot program in Texas that took place from August to December 2024. Through the program, Amber Alerts were viewed more than 20 million times and led to 2.5 million visits to NCMEC’s website, TikTok shares.

“Building on the momentum from our successful pilot in Texas, this nationwide expansion will empower even more communities to swiftly spread critical information, amplify awareness, and help bring missing children home safely,” adds Portnoy.

The initiative has potential to make a difference, especially by being able to reach people who otherwise may not see an Amber Alert, according to Lonoke County Sheriff John Staley.

“By expanding our outreach, we’re giving families and communities another powerful way to stay informed and take action,” the Arkansas sheriff said in a statement. “With this expansion, agencies across the nation, including the Lonoke County Sheriff’s Office, will share critical information about missing children with millions of users who can help spread the word instantly."

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