Meta has announced its plans to expand the Meta Verified program, offering it to Facebook and Instagram business accounts, and eventually WhatsApp.
Initially launched for creator accounts in February, the program's expansion will provide brands with an opportunity to increase their authority on the platform by paying for a verified checkmark.
Presently, creators can purchase of the Meta Verified package for $US11.99 monthly per platform, or $US14.99 for the app.
For business accounts, Meta is proposing a price point of $US21.99 for verification per Instagram account or Facebook Page, with a combined package for both platforms at $US34.99.
The Meta Verified program for business accounts is similar to the model X (formerly Twitter) introduced with its 'X Premium'. However, Meta's pricing is significantly more affordable than X's steep $US1,000 monthly fee.
Existing badge holders can rest easy, as Meta assures that their verification status will remain untouched by these new changes. Another feather in Meta's cap is the future incorporation of WhatsApp verification into their offering.
As we discussed early in the year, when a verification becomes paid, does the worth of verification tick become diluted? By selling the checkmarks it effectively erodes what the verification badge stands for, diminishing its value.
In a world where any business or individual can purchase credibility, the traditional trust associated with the blue tick might fade.
However, if verification becomes the norm rather than the exception, it could shift from a luxury to a necessity for brands.
In all likelhood, Meta's foray into this space is likely to be successful and provide a fresh revenue stream. The company has been running this program for creator for a while now, and despite some hurdles, it appears to be going well.
If the Meta paid vertification program sounds enticing, you can join the waitlist here.