Meta has been exploring new features to entice more users to sign up for its Meta Verified program. Some of the options being considered include original content protection, faster ad reviews, better access to customer support, the ability to add links in Reels, customer support case monitoring, an alternative display for brand messages, and an alternative brand verification badge.
Despite the launch of Meta’s Meta Verified paid subscription service offering verification tick, added impersonation protection, and dedicated support for just $11.99 per month, many users have not shown significant interest in the program. While Meta has not disclosed official data on Meta Verified take-up, it is estimated that a few million subscriptions were sold between Q2 and Q4 of last year, resulting in an increase of over $100 million in Meta’s “Other” intake.
The act of selling checkmarks through paid verification programs can erode their perceived value. While direct access to Meta support and other features may have value, the ongoing investment may not be worthwhile for most users, especially considering that the features offer marginal, periodic value. With many platforms available for free and reach on these platforms decreasing, investing in ad campaigns may yield better results for users.
Individual results may vary, and some users may see benefits from their Meta Verified subscription. However, for the majority of users, the program may not be a significant consideration. While the addition of a reach boost could pique interest, it could also diminish the value of the program as more people sign up.
Although Meta is generating a significant amount of revenue from its paid verification program, it may need to offer better incentives to attract more users and brands. The current options being considered may not provide enough value to justify the investment for most users. As such, Meta may need to rethink its strategy in order to drive more take-up of its Meta Verified program.
Paying for verification on Facebook or Instagram may not be worth it for most users, given the current features and perceived value of the program. Meta’s efforts to introduce new features to entice users to sign up may not be enough to drive a significant increase in subscriptions. Users should carefully consider the benefits of paid verification programs before making a decision to invest in them.
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