Is paid verification the latest social media trend?

According to CEO Mark Zuckerberg, Meta Verified is launching in Australia and New Zealand this week. The new subscription service will allow Facebook and Instagram users to pay to become verified (a.k.a. Get a blue checkmark on their profile).

A shiny verification badge isn’t the only benefit of the Meta Verified bundle, though. The service will also include the following:

  • Proactive account monitoring to guard against impersonators,
  • Increased reach in search, comments and the Explore Page,
  • Live chat support,
  • And “exclusive features to express yourself in unique ways.”

Instagram head Adam Mosseri expanded on the new service in a recent Instagram Reel, calling the changes part of “an industry-wide movement.” Twitter’s new subscription service, Twitter Blue, launched in November 2022 and reportedly has as many as 180,000 US subscribers.

If you’re in Australia or New Zealand, Meta Verified will be available to purchase sometime this week. Monthly subscriptions will cost $11.99 on the web or $14.99 on iOS and Android.

Businesses aren’t eligible to apply for Meta Verified just yet, but stay tuned. That may change in the future.

Update: As of March 17th, Meta Verified is now available in the U.S. as well. No word yet on expanding the program beyond creators, but we think it’s only a matter of time.