Twitter Blue, the controversial subscription service introduced by Elon Musk, went live in the UK today.
For the first time, users will be able to pay for a blue tick, usually used to verify accounts, for £6.99 a month.
Currently, the service is available to users on Apple’ iOS, although the company said it would be expanding to Android and the web version in due course.
Verification ticks were previously only given to notable or high-profile accounts, which Twitter had analysed and deemed authentic.
Now, verified users will only need to stump up the monthly fee, as well as mobile number and payment details for the tick.
Musk, who recently completed his US$44bn takeover after months of speculation, believes that adding a paid tier will weed out spam and fake accounts.
However, there are fears that those who do not pay for the service could be effectively removed from the platform entirely.
According to CNN, Musk said that tweets from users who do not pay for a blue checkmark would be relegated to a separate page on the site and effectively buried unless viewers sought out the material.