In a significant move, Meta has announced the expansion of its verification program, Meta Verified, to businesses. Following its initial launch for creators in March, the company is now testing the program on Facebook and Instagram with merchants in select geographies. The plan is to roll out the verification program to businesses on WhatsApp at a later stage.
Benefits of Meta Verified for Businesses
Similar to the benefits offered to creators, verified businesses will receive a badge, better reach, and impersonation protection. However, there is no differentiation in the badge provided to businesses compared to creators. The company has not specified if the impersonation protection offered to businesses is any different from that provided to creators.
Pricing for Meta Verified for Businesses
Businesses can purchase a subscription to Meta Verified at $21.99/month per Facebook page or Instagram account, with an option to pay $34.99/month for both accounts. The company has not disclosed pricing for verification on WhatsApp.
Features of Meta Verified for Businesses
The tech giant is offering better reach for verified businesses in the form of two main features:
- Better Placement in Search Results: Paid business users will see their account at or near the top of search results.
- Recommendations to Users in the Feed: Verified businesses will be showcased in a new carousel called ‘Recommended Meta Verified Businesses’ within the feed.
Eligibility Criteria for Meta Verified for Businesses
To purchase subscriptions, businesses must meet eligibility criteria such as verification through phone, email, or domain name and minimum activity on their pages or Instagram accounts. However, Meta has not provided specifics around these requirements and will share more information when the rollout begins.
Meta Verified for WhatsApp
The company is also building a verified program for businesses on WhatsApp. While it will start testing verification on the chat app in the future, Meta has shared some details on features:
- Custom WhatsApp-Based Web Page: The paid tier will include the ability to create a custom web page that is searchable.
- Multi-Device Support: Verification will also unlock multi-device support for up to 10 devices for business accounts, making it easier for multiple people to handle customer queries and orders.
These features are similar to those offered by WhatsApp Premium, which was started testing with a few businesses in limited regions last year. The company plans to expand the feature set for verification on WhatsApp once it launches.
Comparison with X (formerly Twitter)
When Meta launched its verification project for individuals earlier this year, it priced the subscription higher than X’s (formerly Twitter) $8 per month paid subscription. However, X’s business verification offering currently costs $1,000 per month for a base subscription and $50 per month for every affiliated account. This makes Meta Verified a more viable option for smaller organizations.
Challenges and Controversies
Some individual subscribers to the Meta Verified plan were not happy as they were unable to reach the human support that was promised with the plan, according to a recent report by The Information.