Meta CEO Mark Zuckerberg said the new feature is about “increasing the authenticity and security of our services” (AFP via Getty Images).
Meta introduces paid verification for Instagram and Facebook, giving users a coveted blue badge for a monthly fee.
The service will begin in Australia and New Zealand this week before rolling out to additional countries soon, CEO Mark Zuckerberg announced on Sunday.
Meta charges users $11.99 (£9.96) a month on the web, or $14.99 (£12.45) on Apple’s iOS and Google’s Android. With this move, it follows in Twitter’s footsteps by putting a premium on one of its most requested features. Facebook and Instagram scrutiny was previously limited to notable accounts, including celebrities and high-profile users.
Meta allows users to verify their identity using their government-issued ID cards. The company said the subscription service will also offer “increased visibility and reach,” enhanced protection against impersonation attacks, and direct access to customer support.
“This new feature is all about increasing the authenticity and security of our services,” Zuckerberg said in a Facebook post.
Meta is the latest social network to launch a subscription service as the industry looks for new ways to generate revenue beyond targeted advertising.
Late last year, Twitter launched its Blue subscription to a lukewarm reception. Less than 0.2 per cent of Twitter users, or 290,000 people worldwide, are reportedly paying for the service, which offers verification and other perks for £8 a month online.
Still, Meta has a much larger user base than Twitter that it can target with premium features. Facebook alone last had 2.96 billion monthly users, while Instagram reportedly reached 2 billion monthly users in 2021.
Ironically, some claim that social media companies are debasing the feature by opening up verification to everyone. However, Meta insists that the new feature is about instilling trust in the accounts that people follow.
“Long term, we want to build a subscription offering that is valuable to everyone, including creators, businesses, and our community at large,” Meta said in a blog post. “As part of that vision, we are evolving the meaning of the verified badge so we can expand access to verification and give more people confidence that the accounts they interact with are authentic.”
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