Meta’s recent announcement to expand access to its Verification for Business subscription package is set to cater to more use cases. Initially only available in Australia, New Zealand, and Canada, the blue checkmark verification option is now open to businesses in Argentina, Mexico, Chile, Peru, France, and Italy. This expansion indicates a growing interest in the verification option, though specific data on take-up rates has not been shared by Meta.
In addition to expanding access, Meta has introduced new subscription packages to cater to different business needs. The four verification options come at varying prices, with additional benefits included in each tier. For a monthly fee of $499 for the highest tier, or $699.98 for both Facebook and Instagram profiles, businesses can access features such as enhanced account support, impersonation monitoring, and search optimization.
Apart from the basic verified badge, Meta’s Verification for Business packages offer several new elements based on the price point selected. These include enhanced profiles with multiple business link options, search optimization to appear at or near the top of search results, featured account displays on Facebook and Instagram, links in Reels, employee impersonation protection, customized messaging chats, and account reviews by Meta experts. While these add-ons provide additional functionalities, they also come at a higher cost.
The question remains – is Meta’s Verification for Business worth the monthly expense? While the additional features may be enticing, the high price points raise concerns about the overall value. Spending $500 per month for a suite of add-ons may not be justifiable for every business, especially if the return on investment is unclear. However, for businesses heavily invested in Facebook and Instagram promotions, the enhanced profile options, additional CTA links, and account review feature could potentially provide value.
Before committing to Meta’s Verification for Business, it may be wise for business owners to observe how larger brands utilize the new features and assess the impact on their online presence. While the blue checkmark was once seen as a symbol of credibility and authority, the additional add-ons aim to enhance the overall brand visibility and engagement on social media platforms. Testing the new features and analyzing the benefits they bring to the business could help in making an informed decision on whether the expense is justified.
While Meta’s expanded access and new subscription packages offer a range of benefits for businesses seeking verification, the decision to invest in these options should be carefully weighed against the expected outcomes and the budget available. With a growing number of features and add-ons to choose from, it is essential for business owners to assess their specific needs and goals before opting for Meta’s Verification for Business package.