Meta is expanding access to its Verification for Business subscription package for brands, allowing businesses in Argentina, Mexico, Chile, Peru, France, and Italy to purchase a blue checkmark for their Facebook and Instagram profiles. The expansion suggests positive signs and solid interest for the option, although Meta has not shared any data on the take-up rate of Meta Verified accounts. In addition to this expansion, Meta is adding new elements and higher-priced tiers to its business verification packages to cater to more use cases.
The new subscription packages offer four increasingly higher-priced verification options for businesses, with a range of add-on benefits at each price point. The costs for individual profiles are presented as introductory offers, with a discount for brands that verify both their Facebook and Instagram profiles simultaneously. However, after a year, subscribers will be required to pay the full amount for each profile, which could be as high as $499 per month for the highest-tier package or $699.98 per month for both Facebook and Instagram profiles.
All of Meta’s Verification for Business packages include a verified badge for the profile, enhanced account support, and impersonation monitoring in-stream. There are also new elements depending on the price point, such as enhanced profiles with multiple business link options, search optimization to appear at the top of search results, featured account displays, links in Reels, employee impersonation protection, customized messaging chats, and account reviews from a Meta expert for top-tier subscribers. These add-ons come at significantly higher prices, making it a substantial investment for brands.
The value of spending $500 per month on the full suite of Meta Business add-ons for a brand’s Facebook presence may not be worth it for most businesses. However, if a company is already investing a significant amount in Facebook ads, the additional links in Reels and enhanced profile options with more call-to-action opportunities could provide value. The unique account review option from Meta’s team on a semi-annual basis might also enhance a brand’s presence, although its value remains to be seen. It may be wise to wait and see what benefits big brands receive before committing to the top-tier package.
The expansion of verification options and add-ons may entice more brands to purchase a blue tick for their profiles. While the value of a blue tick as a mark of credibility or authority may have diminished, the new add-ons could potentially provide more benefits for businesses heavily invested in Facebook or Instagram promotions. Testing out the new features and evaluating their impact on a brand’s presence could be worth considering for companies looking to enhance their social media strategies. Overall, the decision to invest in Meta Verification for Business will depend on the specific needs and goals of each brand.