Meta launches paid subscription to verify accounts and provide added imposter protection
Meta is introducing a new verification subscription bundle for users across Facebook and Instagram in Australia and New Zealand offering impersonation protection and access to increased visibility and support.
The Meta Verified subscription offering will provide users with a verified badge, “confirming you’re the real you and that your account has been authenticated with a government ID”.
A Meta spokesperson said that initially there would be a “high bar for verification” so for now there must be an account holder’s legal name either on the account or in the bio to be eligible. But that this review could be reviewed in the future.
Verified will also provide “more protection from impersonation with proactive account monitoring for impersonators who might target people with growing online audiences”.
It will give subscribers access to a “real person for common account issues” and “increased visibility and reach with prominence in some areas of the platform– like search, comments and recommendations”.
Lastly, there will be “exclusive features” for subscribers to express themselves in “unique ways” such as exclusive stickers on Facebook and Instagram Stories and Facebook Reels, and 100 free stars a month on Facebook so that subscribers can show support for other creators.
The subscription is being sold for A$19.99 on web, A$24.99 on iOS and Android. NZ$23.99 on web, NZ$29.99 on iOS and Android. Meta said the variation in cost was due to in-app store surcharges by Apple and Google via mobile devices whereas via the web the subscription would be directly handled by Meta.
The post from Mark Zuckerberg on Instagram
Meta’s announcement stated that as it tests the new offering, “there will be no changes to accounts on Instagram and Facebook that are already verified based on prior requirements, including authenticity and notability“.
It added: “Long term, we want to build a subscription offering that’s valuable to everyone, including creators, businesses and our community at large. As part of this vision, we are evolving the meaning of the verified badge so we can expand access to verification and more people can trust the accounts they interact with are authentic.”
While this new offering is being rolled-out gradually in Australia and New Zealand later this week it is planned to be expanded to the rest of the world “soon” .
To be eligible, accounts must meet minimum activity requirements, such as prior posting history, and be at least 18 years old.
Applicants are then required to submit a government ID that matches the profile name and photo of the Facebook or Instagram account they’re applying for.
This story was updated from its original version.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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