Meta, the umbrella company that owns Facebook and Instagram, is rolling out its Verification for Business subscription package to more countries, adding new features and higher-priced tiers. Previously exclusive to Australia, New Zealand, and Canada, this service is now available in Argentina, Mexico, Chile, Peru, France, and Italy, and includes some additional elements outside of the “blue tick” or verification badge.

How Does Meta’s Verification for Business Subscription Work and What Does it Cost?

Meta’s Verification for Business offers four levels of verification, each with a higher price tag and more perks. Every package includes a shiny verified badge (or blue tick), enhanced account support, and impersonation monitoring. But it comes at a cost – the top-tier package costs a whopping $499USD per month, or $699.98USD if you verify both Facebook and Instagram. They do have introductory prices at the moment – at $349USD per month for one account – but the full price will kick in after a year.

It’s also only available to businesses who meet the eligibility criteria. It also looks like different plans might be available to different businesses based on their activity and other criteria.

What Do You Get?

Let’s break down what you get for your hard-earned cash:

• Enhanced Profile: Multiple business link options (3 to 8, depending on the tier) and fancy visual elements for your links.
• Search Optimisation: Your profile pops up “at or near the top of search results.”
• Featured Account: Your business gets showcased in dedicated “Meta Verified” display units on Facebook and Instagram.
• Links in Reels: 2 to 6 links in Reels per month, based on your tier.
• Employee Impersonation Protection: Verification badges for chosen employees.
• Customised Messaging Chats: Snazzy colour palettes for your customer chats.
• Account Review: Semi-annual profile reviews from a Meta expert to fine-tune your content strategy.

For those who already have a blue tick you will keep it without having to do anything, although it looks like you can apply for a Meta Verified Subscription to access the additional benefits provided you meet the eligibility requirements. It doesn’t say if this will be available at a reduced cost.

What Are Our Thoughts?

As marketers, we reckon you’ve got to weigh the costs against the benefits. Sure, these features sound great, but do they really justify the price? Especially since the verification fee is on top of your regular ad spend.

Enhanced profiles and search optimisation could boost visibility, but are they game-changers? The featured account and links in Reels could be super helpful to businesses if social media is your main way of drawing in customers.

Customised chats and employee badges are cool, but are they essential?

Account Manager Alex is heavily involved in managing accounts and using Business Manager for clients:

“If you’re a business owner or agency already spending a significant amount of money on ads and using Business Manager, Meta support should already be available. Does “verified support” take you to the top of the pile? And does the subscription service now mean you’ll lose it—even if you’re paying big bucks on ads?”

Digital Advertising Manager Jess spends her days in Meta’s Ads Manager. She queries why employee impersonation protection isn’t already offered as a standard service for Meta. She also worries it may blur the boundaries when it comes to advertising if you’re essentially being able to pay for better ‘organic’ reach and placements in people’s feeds and explore pages.

“Will paying for better ‘organic’ reach blur the lines in advertising? I am concerned about how Meta plans to ensure brand transparency continues on their platform,” she says.

Alex agrees,

“it bothers me that you’re expected to pay money to essentially “cheat the algorithm”. We already know that paid ads is a way to get more exposure/business but obviously that costs money. The point of organic is that it’s organic… when you add a paid element to it, it just seems like a money grabbing scheme – and far less authentic.”

Another big question is exactly how the content be branded or presented. We assume that it will be designed to look like organic content, but if it’s paid for, how will they ensure it meets advertising regulations? Will there be a “paid” or “ad” tag – or is that what the verified badge will now become?

Only time will tell!

Have More Questions On the Meta Business Verification Subscription, or Need Help With Your Meta Business Manager or Digital Advertising?

Meta’s expanded verification options come with a lot of bells and whistles, but the steep price tags are hard to ignore. For many businesses, these packages might seem like a hefty investment with questionable returns – at least in these early stages. The blue checkmark’s allure has also faded since Meta started selling it, and its value as a mark of credibility is debatable. But perhaps this is all now moving to a paid attribute anyway? The semi-annual account review could be a wildcard, offering insights that might justify the cost, but – until we see it in action, it’s a big gamble! It might be wise to watch how bigger brands fare with these packages before diving in. We recommend evaluating your needs and budget carefully before deciding if Meta’s Verification for Business is for you. Still have questions or need help running ads or optimising the use of your Business Manager Account? We’re always happy to help – even if it’s just to chat! Send us an email.