Instagram, owned by Meta, is testing a new feature called the "verified" feed that will exclusively show posts from users who have paid for Meta's Verified subscription. This move comes as Meta looks for ways to increase revenue and get more users to pay for its platforms. Instagram boss Adam Mosseri mentioned in comments on his Instagram broadcast channel that the company is exploring this feature as a new control for users and a way for businesses and creators to gain visibility.
To access the new verified feed, users must have Meta's verified badge, which is available through a paid subscription. The subscription costs $12 on the web and $15 on the Instagram app. Mark Zuckerberg, Meta's CEO, announced the verified badge and subscription in February, stating that it would enhance authenticity and security by requiring paying users to confirm their identity in exchange for increased visibility and customer support.
Initially trialed in Australia and New Zealand, the verified subscription service was later rolled out in the US. Meta is now reportedly considering charging users in Europe for ad-free versions of Instagram and Facebook to comply with new EU rules on personalized advertising.
This move by Instagram follows a trend among social media companies to move away from the traditional model of offering free platforms supported by ads. X, previously known as Twitter, introduced paid verification before Meta and has also experimented with directly charging users. Elon Musk, the owner of X, recently announced that the platform would charge users a $1 annual fee to reduce the presence of bots on the site.
It is important to note that Meta did not respond to a request for comment from Insider, made outside regular working hours.
In summary, Instagram is testing a verified feed that will only show posts from users who have paid for Meta's Verified subscription. This move reflects Meta's efforts to increase revenue and get more users to pay for its platforms, following a trend among social media companies.