To this, TikTok has introduced a new pilot program, in partnership with NCMEC, which will see Amber Alerts directly published into the For You feed, thus increasing coverage regarding missing people within the app.
Which could provide critical early response, and time is a huge factor in incidents like this.

The new initiative starts in Texas and would be a massive fillip in promoting missing people searches. More eyeballs viewing the missing people look for them. And because TikTok's audience skew is younger, that could especially be useful because many of the reports are missing teenagers, who might move in similar social circles.

This is another way by which TikTok is seeking to offer utility instead of mere entertainment by collaborating with relevant organizations to bring support and relief in a time of crisis.

TikTok was testing the new amber alerts in Texas, with expansion to other regions, according to a note.