Meta, the parent company of Facebook and Instagram, has unveiled its new subscription service called 'Meta Verified' that allows users to pay for a blue tick verification on their socials.
This feature will launch in Australia and New Zealand this week and will require Instagram and Facebook usernames to match a government ID document and have a profile picture that includes the user's face.
The move follows Twitter's footsteps with the 'Twitter Blue' subscription introduced by Elon Musk in November last year.
Notably, Meta's blue tick can be availed at US$11.99 a month on web, or US$14.99 for iPhone users.
The company says that any individual can purchase the verification to establish their account's authenticity, receive increased visibility for their posts, protection from impersonators and access to customer service.
Increasing authenticity and security
In a facebook post, Meta founder and CEO Mark Zuckerberg said: "This week we're starting to roll out Meta Verified -- a subscription service that lets you verify your account with a government ID, get a blue badge, get extra impersonation protection against accounts claiming to be you and get direct access to customer support.
"This new feature is about increasing authenticity and security across our services.
"Meta Verified starts at $11.99/month on web or $14.99/month on iOS.
"We'll be rolling out in Australia and New Zealand this week and more countries soon"
Didn't start well for Twitter
Meta's service is not yet available for businesses. However, the new feature has caused trouble for other social media platforms.
Twitter's pay-for-verification feature was paused last November when people started impersonating big brands and celebrities by paying for the badge.
It remains to be seen how Meta's service will be received but it signals the company's attempt to improve security and authenticity on its platforms.