Mark Zuckerberg, boss of Facebook and Instagram, announces a paid subscription to authenticate his account

Twitter led the way. Mark Zuckerberg, the boss of Meta (Facebook, Instagram) announced on Sunday February 19 the launch of “Meta Verified”, a paid subscription from 11.99 dollars per month to authenticate his account on the platforms. This decision comes as the social media giant is going through a tough financial patch.

The formula, which will first be rolled out in Australia and New Zealand this week, resembles the one implemented by Elon Musk on Twitter, with identity verification services and perks like a “direct access to customer service”. “The idea is to improve the authenticity [des profils et donc des échanges] and security on our services”said Mark Zuckerberg in a message posted on his Instagram channel and on his Facebook account.

“It’s free and (it always will be)”

On Facebook and Instagram, followers will have a badge that shows their identity has been verified, as well as protections for their account (including against impersonation), access to customer service, and more visibility. ‘after a spokesperson for Meta. Content from creators who subscribe to Meta Verified will be distributed more widely and appear at the top of search results and recommendations. Membership is restricted to individuals and professionals over the age of 18 – it is not open to corporate accounts.

Facebook’s slogan, launched in 2004, has long been: “It’s free and (it always will be)”. The social network has thus established the dominant model of major online platforms: users take advantage of free services that collect personal information about them to target them with personalized advertising.

Acclaimed by advertisers, from big brands to small businesses, Google and Meta have quickly become the dominant players in the sector, earning tens of billions of dollars each year. But in 2022, Meta saw its advertising revenue decline for the first time since the California group went public in 2012.