Meta Considers New Elements for Its Verified Subscription Bundle

If you’re not paying for verification on Facebook or Instagram, would you ever consider it?

Imagine if Meta added in some new features for paying users, like, the ability to include links in Reels. This is just one of the possibilities being discussed as Meta seeks to increase participation in its Meta Verified program.

A recent questionnaire sent out by Meta to selected users, as shared by @cmcalgary and Lia Haberman, explores the features that users might be interested in paying for within its apps.

Some of the potential additions that Meta is considering to attract sign-ups include:

• Human-reviewed original content protection
• Expedited ad reviews
• Enhanced customer support access
• Link inclusion in Reels (up to 8 per month)
• Monitoring of customer support cases
• Alternative display of brand messages
• Differentiated brand verification badge (like X’s gold tick)

While these options raise interesting points, it’s uncertain if they will significantly increase subscription numbers.
Since its launch a year ago, Meta’s “Meta Verified” paid subscription service, offering verification, impersonation protection, dedicated support, and more for 11.99 dollars per month when purchased on the web, seems to have lost some of its initial appeal.

Meta hasn’t disclosed official data on the uptake of Meta Verified subscriptions. However, looking at Meta’s Q4 performance, it appears that Meta likely sold several million subscriptions between Q2 and Q4 of the previous year. With nearly 4 billion users across its apps, 5 million subscribers represent less than 1% of its total user base, a rate like most social subscription offerings.

While an additional 100 million dollars per year would be significant, selling verification symbols may diminish their value. Consequently, the increase in subscriptions might not necessarily enhance their worth unless considering the other subscription benefits.

While features like enhanced support access have value, the ongoing investment might not be worthwhile for most users, especially if the features only offer occasional value, even for brands.

Perhaps some of the enhancements could be worthwhile to invest, thus for 144 dollars annually, directed towards platforms also accessible for free, and with diminishing reach (unless you’re actively engaging with Reels), it might be more advantageous to allocate that budget towards advertising campaigns instead.

Individual outcomes will vary, and there may be individuals who find value in their Meta Verified subscription. Nevertheless, it doesn’t seem to be gaining significant traction among most users.

If Meta were to introduce a reach enhancement like what was included in its initial Meta Verified package, that could spark more interest. Yet, the value of such a feature diminishes with increased subscription numbers, and many of the proposed options appear to offer limited returns, which may not justify inclusion in a paid package.

Still, Meta is generating revenue from this initiative, albeit not a significant portion of its overall income, but the raw numbers are notable.

As a result, the Meta Verified program is likely to persist. Yet, if Meta aims to attract more users and brands to subscribe, it may need to devise more compelling incentives than those currently offered.

Source: Social Media Today

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