Meta platforms, formerly known as Facebook, is introducing a new feature that allows businesses to purchase a blue check for verification. This expansion, announced by CEO Mark Zuckerberg, aims to provide exclusive features and support to verified businesses. Previously, Meta introduced Meta Verified for creators, which offered a blue check and access to priority customer support and impersonation protection for a monthly subscription fee of $12. Now, businesses can obtain verification on Facebook, Instagram, and WhatsApp at a higher cost. This article delves into the details of this new feature and its potential impact on the Meta ecosystem.
With the introduction of paid verification for businesses, Meta aims to provide a range of benefits to verified accounts. By purchasing the blue check, businesses gain access to account security features, troubleshooting assistance, and priority customer support. This expanded verification also comes with increased visibility in search results on Facebook and Instagram. By obtaining verification, businesses can establish credibility and stand out among the millions of accounts on these platforms.
Pricing and Platform Availability
As for the pricing structure, businesses can choose between Facebook-only verification for $22 per month, Instagram-only verification for $22 per month, or a combined verification package for both platforms priced at $35 per month. These prices represent a significant increase compared to the $12 monthly fee for creators. It is clear that Meta is placing a higher value on business verification, recognizing the potential impact and reach that verified businesses possess.
The testing phase for paid verification on Facebook and Instagram will commence in the coming weeks, followed by WhatsApp. By providing businesses on WhatsApp with the ability to create a discoverable landing page and enabling multiple employees to chat and respond to customers, Meta aims to enhance the customer service experience for businesses on this platform as well.
Meta’s move into paid verification takes inspiration from Elon Musk’s X, formerly known as Twitter. X introduced a similar subscription model where paying users could purchase a blue check for a monthly fee. However, this initiative faced significant challenges when users began impersonating various brands, celebrities, and even religious figures. To address this issue, X implemented a verification process requiring government ID confirmation for paid users. Meta could potentially learn from these experiences and avoid similar pitfalls when implementing paid verification for businesses.
Business Verification Requirements
To obtain verification on Meta platforms, businesses must meet specified activity and security requirements. Additionally, the person applying for verification must provide proof of their connection to the business. These measures aim to ensure that verified businesses are legitimate and actively engaged in the Meta ecosystem.
The introduction of paid verification for businesses on Meta platforms marks a significant development. By offering exclusive features and support, Meta aims to empower businesses and enhance their online presence. While the higher pricing may deter some businesses, the potential benefits and increased visibility in search results could make it a worthwhile investment. As Meta continues to evolve its platforms and cater to businesses, paid verification may become a vital tool for building credibility and establishing a strong online presence.
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