Meta Platforms Inc. launched its subscription service in the United States on Friday, allowing Facebook and Instagram users to pay for verification.
The Meta Verified service will cost $11.99 per month on the web or $14.99 per month on Apple’s iOS and Google-owned Android after users verify their accounts with a government ID, Meta said in a statement.
The service, which Meta announced in February was in testing, follows in the footsteps of Snapchat and messaging app Telegram, and is the latest attempt by a social media company to diversify its revenue away from advertising.
Following Musk’s $44 billion buyout of Twitter last year, the company launched its Blue subscription service, which allows people to pay for the blue check mark, which was previously limited to verified accounts of politicians, journalists, and other public figures.
Twitter Blue’s initial launch in November resulted in an increase in users impersonating celebrities and brands on the platform, prompting the company to halt the service and reintroduce it with different colored checks for individuals, businesses, and governments.