January 13, 2015 9:14 AM EST

Facebook will begin posting “Amber Alerts” on its users’ news feeds, encouraging its 140 million U.S. daily users to help lookout for missing children.

The alerts, a result of a partnership between Facebook and the National Center for Missing and Exploited Children, will appear in the second slot of the feed along with a photo and details about the case, the Wall Street Journal reports.

Facebook users already post pictures and updates asking others to help locate their missing children, a trend that Facebook’s head of global safety and policy, Emily Vacher, said inspired the new program.

Users will be notified depending on their geographical location, and won’t receive push notifications.

[WSJ]

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