Meta to expand Meta Verified program to Instagram, Facebook, and WhatsApp

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Meta is expanding its Meta Verified program to include businesses on Instagram, Facebook, and WhatsApp.

Testing is due to commence for Instagram and Facebook businesses in select countries, with WhatsApp businesses to follow later. The Meta Verified business subscription is aimed at providing several security and technical benefits, including business authentication with a verified badge, protection against impersonation, access to account support, and features to enhance a business’s visibility.

Currently, Meta is testing Meta Verified with businesses in New Zealand.

This expansion comes after the introduction of Meta Verified for creators earlier this year and follows Mark Zuckerberg recent announcement at Meta’s Conversations Conference in Mumbai.

Meta Verified aims to help businesses distinguish themselves on Meta-owned platforms and build trust with their customers. Subscribing businesses can choose to pay for a single-app subscription or a bundled subscription covering Instagram, Facebook, and eventually WhatsApp. The monthly subscription offers:

  1. A verified badge to confirm the authenticity of the business.
  2. Proactive monitoring to prevent impersonation and protect the brand.
  3. Access to support and assistance for troubleshooting account issues.
  4. Enhanced discoverability for subscribers, including appearing at the top of search results and being recommended to follow in user feeds.

WhatsApp business subscribers will enjoy additional premium features, such as the ability to create a custom WhatsApp page that’s easily discoverable via web search and multi-device chat assignment support for multiple employees to respond to customers.

Meta Verified business subscriptions complement the existing free and paid tools available to businesses on Meta platforms. The initial focus is on assisting small businesses in establishing their brand and reaching new customers. As Meta gathers feedback from initial testing, they plan to expand their offerings to provide more value to businesses of all sizes.

Why does this matter?

Following Elon Musk’s announcement that he will be looking at charging for access to X, it looks like Mark Zuckerberg is testing whether this is an alternative funding stream for the struggling tech giant.

Meta Verified business subscriptions will be available for purchase on Instagram and Facebook in select test countries in the coming weeks, with monthly subscriptions starting at $21.99 USD/month per Facebook page or Instagram account, or $34.99 USD/month for both. WhatsApp Business app users will see testing in the future.

To ensure brand protection and legitimacy, Meta Verified for businesses includes a multi-step verification process and various checks. Eligibility requirements include meeting minimum tenure and activity criteria for business accounts, and business information validation through methods like phone numbers, email, or domain verification.

This expansion demonstrates Meta’s commitment to helping businesses thrive on its platforms while ensuring a safe and trustworthy environment for users and brands alike.

Cover image courtesy of Meta