Industry Insights: Meta Expands Verification for Business Subscription Package

Meta, formerly known as Facebook, is expanding its Verification for Business subscription package to more regions, enabling brands to buy a blue checkmark for their Facebook and Instagram profiles. This move comes as Meta aims to cater to a broader range of businesses and use cases. Initially available in Australia, New Zealand, and Canada, the verification option is now accessible to businesses in Argentina, Mexico, Chile, Peru, France, and Italy.

The expansion suggests positive uptake of Meta Verified among brands. While specific data on adoption rates is yet to be shared by Meta, the company's decision to broaden access indicates a growing interest in this feature.

With the expanded availability of Verification for Business comes new subscription packages tailored to different business needs. Businesses now have four verification options at varying price points with additional benefits included at each tier.

Each package includes a verified badge for profiles along with enhanced account support and impersonation monitoring. Depending on the chosen tier, businesses can also enjoy features like multiple business link options, search optimization for profile visibility in search results, featured account displays on Facebook and Instagram, links in Reels content, employee impersonation protection with verification badges for selected staff members, customized messaging chats with dedicated color palettes, and access to semi-annual profile reviews from Meta experts.

While these add-ons offer valuable enhancements for brand profiles on Meta platforms like Facebook and Instagram, the higher price points may raise questions about the overall value proposition. For businesses already investing significantly in advertising on these platforms, the additional benefits such as increased links in Reels and enhanced profile options could be worthwhile considerations.

Ultimately, whether investing $500 per month in the full suite of Meta Business add-ons is justified depends on individual business objectives and marketing strategies. While some features may offer tangible benefits like improved visibility and engagement opportunities through enhanced profiles and additional links in Reels content, careful evaluation of return on investment is crucial before committing to these higher-priced tiers.