Meta wants to expand its paid verification badge to business accounts across its platforms, reports Techcrunch. This move comes after the company's earlier introduction of a similar feature for creators.
Details of the Verification Program
Businesses operating on Meta's platforms, including Facebook and Instagram, will soon have the option to purchase a blue verification check. This feature will grant them access to exclusive features and enhanced support. The announcement was made by Mark Zuckerberg, Meta's CEO, at a recent event. Previously, the company had introduced the “Meta Verified” subscription for creators, which allows them to obtain a blue check and access to features such as priority customer support and protection against impersonation for a monthly fee of $12.
For businesses, the verification will be available at a cost of $22 per month for either Facebook or Instagram, or $35 for both platforms. This pricing is slightly higher than the creator pricing, which ranges between $12 to $15. The testing phase for this feature on Facebook and Instagram is set to commence in the upcoming weeks, with WhatsApp integration to follow.
Businesses that opt for this paid verification will enjoy benefits similar to those offered to creators. This includes enhanced account security features and troubleshooting support. Additionally, verified businesses will benefit from increased visibility in search results on both Facebook and Instagram. On WhatsApp, businesses will have the capability to set up a landing page that is discoverable via web search. This feature will also enable multiple employees to chat with and respond to customers.
Verification Requirements and Context
To ensure the authenticity and security of the verification process, businesses will need to fulfill specific activity and security criteria. The individual applying for the verification must also demonstrate their association with the business in question.
This initiative by Meta to introduce paid verification can be traced back to changes made by Elon Musk's X (previously known as Twitter). On X, paying subscribers had the option to purchase a blue check for a monthly fee. However, this system faced challenges as users began impersonating brands, celebrities, and other notable figures using identical blue check marks. To address this, X introduced an option for users to verify their identity using a government-issued ID, promising potential “additional benefits” for those who opted for this method.
Earlier Initiatives and Market Response
Earlier in the year, Meta had launched the verification project for individual users. This move was seen as a response to X's (formerly Twitter) introduction of a paid subscription model. While X charged $8 per month for individual verification, its business verification was priced significantly higher at $1,000 per month for the base subscription, with an additional $50 per month for every affiliated account. This pricing strategy made Meta's verification offering a more attractive option for smaller businesses.