Last week Meta announced a new verification service for personal accounts on Facebook & Instagram. It’s a subscription service which lets users verify their accounts against a Government ID. Verified accounts will display a blue badge, get extra impersonation protection, and will get direct access to customer support. The new feature is being rolled out in Australia and New Zealand and will cost $11.99/ month on web or $14.99/month on mobile.

This is a service for personal profiles or creator pages rather than business pages. I really don’t know how bothered I am to verify my personal profile. If I could verify my business page /Instagram Business Account, I’d be much more excited. Businesses have more issues with fake accounts impersonating them on Instagram and verification of a business account would solve this problem.

Interestingly, the verification ID must match the profile name and photo of the Instagram or Facebook account. My name is different on my passport (I’m Catherine Louise… a long story for another day) and my passport photo is terrible!! Also Passport / Drivers licences are valid for 10 years. So, you would have to use the same profile photo on Facebook and Instagram for ten years …… how is that going to work? It’s not like once you are verified you can change your profile photo or name. Because verified, you can’t change the profile name, username, or photo without going through the Meta verification process again.

It feels like a money generating exercise. Especially as you need to subscribe separately on both Facebook and Instagram. So, double the price I presume!

I also fail to understand why there is a different subscription cost for web v’s mobile. Most users are accessing social media on their phones, so this seems unusual. Is Meta trying to drive traffic to web or are they simply trying to drive more revenue?

And what happens if you get verified and then cancel your subscription? Are you no longer verified?

My prediction – I can’t see it working in its current format. A more business focused service with a more flexible verification process has more potential.

Long and short….
• I’m very interested in a verification service for my business.
• I think a blue badge on my Facebook Page and Instagram Business Account would be worth paying for.
• As a user of both platforms it would be me confidence when shopping with new brands, especially if I cannot tell where they are located by their website.
• I really cannot see the general public paying to have verified accounts on Facebook and Instagram. Most users quietly browse in the background on social media rather than share content anymore.
• This service may be of interest to influencers and creators operating under their own names (and who don’t’ mind having the same profile picture for 10 years…)
• My prediction – I can’t see it working in it’s current format. A more business focused service with a more robust flexible verification process has more potential.

What are your thoughts? Are you in Australia or New Zealand? Have you been offered the service yet? Will you get verified?