To Meta or Not? The Pros and Cons of Paying to Be Verified

You may have heard of Meta Verified but, if not, you’re likely aware of the blue tick on people’s profiles originally designed to show notability. Following in the footsteps of Elon Musk, Mark Zuckerberg has recently rolled out a subscription bundle for Facebook and Instagram users, not to show notability, but to show legitimacy (and an ability to pay). So, what does it mean to be Facebook and Instagram ‘verified’? Read on to find out more.

Overview and eligibility

On the face of it, it seems to make sense. You pay between £10 and £12 a month (depending how you sign up), submit your ID and get a blue tick. People will know you are definitely who you say you are and the rest, as they say, is history. However, as a small business, you may find you can’t even get off the starting blocks. To be eligible, the account needs to be in the same name as your government-issued identification and, here’s the killer, only personal accounts can sign up. This means that if you sell from a business account, or under a business name, you cannot get that not-so-coveted blue tick, meaning that it’s probably only good for influencers or celebrities.

Will there be a business version?

It could be that Meta will release a business version of the blue tick, but we can’t find anything about an imminent launch. Something to bear in mind is the vast difference in cost between the two on Twitter – to verify yourself as an organisation costs a staggering thousand dollars a month – will Facebook copy this model, thus pricing out small business?

What’s the point?

This could be a big deal if you’re an influencer, celebrity, or someone who works under their own name, such as a creator, writer or artist.

Ok, I’m one of those, what are the pros?

  • The blue tick, indicating that your account is authentic.
  • Proactive account protection from impersonators who may target accounts with growing online audiences.
  • Subscribers gain access to… wait for it… real-person support (something we’ve all wanted for a long time).
  • Increased visibility and reach.

Overall, Meta Verified can be a valuable tool for individuals seeking to establish credibility, protect their accounts, and expand their reach on Instagram and Facebook, but until it’s available for small businesses, its only purpose seems to be to add yet another subscription to our ever-lengthening list. There may be some benefits for creators and influencers, however, so it’s worth checking out if you are in either category. 

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