Meta is expanding its Verification for Business subscription package, introducing three new tiers. The expansion introduces new elements and higher-priced tiers designed to cater to a broader range of business needs. The updated tiers aim to offer more flexibility and advanced features, ensuring businesses can enhance their credibility and engagement on Meta’s platforms.

Meta Newsroom May 2024

“During initial testing, we also heard that business needs for what a subscription toolkit can deliver vary depending on a brand’s goals and activity on our apps.

So with this test, we’ll expand from one subscription plan to four to support a wider range of business needs with our tools.”

Initially tested with businesses in Australia, New Zealand, and Canada, the service is now available in Argentina, Mexico, Chile, Peru, France, and Italy, with plans to roll out on WhatsApp soon. This expansion aims to provide businesses with more tools to enhance their credibility and engagement on Meta’s platforms.

New Subscription Tiers and Their Offerings

Meta Verified now offers four subscription tiers for businesses: Standard, Plus, Premium, and Max. Each tier provides a different set of features tailored to various business needs and budgets.

• Standard Plan (US$14.99/month): This basic plan includes a verification badge, higher ranking in search results, impersonation protection, the ability to add links to images, and limited access to customer support. This plan is designed for businesses looking for fundamental verification and enhanced visibility on Meta’s platforms.
• Plus Plan (US$44.99/month): In addition to the features offered in the Standard plan, the Plus plan includes more advanced options like the ability to add links to Reels posts, faster customer support, and more profile customization options. This tier caters to businesses looking to increase their engagement through enhanced content features.
• Premium Plan (US$119.99/month): This plan offers all the features of the Plus plan along with new messaging features and extra customer service perks, such as the ability to request a call from a support agent and exclusive access to the new Meta Verified Business Support Home for chat, self-service and help content, aiming to help businesses optimise their presence on Meta’s platforms.
• Max Plan (US$349.99/month): The most expensive tier, the Max plan, includes all the benefits of the Premium plan plus the ability to request a phone call from a Meta customer service representative for help with account issues and other problems. This plan is tailored for businesses requiring extensive support and advanced features to maintain a strong online presence.

Addressing Business Needs

Meta’s expansion of its verification service is based on feedback, initial testing and market research. Small businesses, in particular, expressed a need for tools that enhance credibility and engagement with new audiences. Meta’s VP of new monetization experiences, Pratiti Raychoudhury, emphasised that the expansion aims to meet businesses where they are in their journey on Meta’s apps.

Evaluating the Value

The introduction of higher-priced tiers with more advanced features raises the question of whether these plans are worth the investment. The top-tier Max plan, for example, costs a hefty US$349.99 per month or US$499 per month if both Facebook and Instagram profiles are verified. This significant cost could be a deterrent for many businesses.

However, the value of these new add-ons depends on a business’s specific needs and budget. For companies heavily invested in Facebook and Instagram for marketing and promotions, the additional links in Reels, enhanced profile options, and customisation tools could provide substantial benefits. The semi-annual account review included in the Premium and Max plans offers unique insights from Meta’s team, which could help businesses enhance their content strategy and overall presence on the platforms.

Despite the high costs, some businesses may find value in the extra features and support provided by the higher tiers, especially if they are already spending significant amounts on Meta’s advertising services. The enhanced profile options, search optimisation, and featured account displays can drive better engagement and brand visibility, potentially leading to increased revenue.

Enhanced Meta Profile Visibility

After your application has been reviewed and approved, you’ll receive access to Meta Verified benefits, including support.

Your verified badge will be displayed:

• On your business asset(s)
• In the Comments section next to your business asset’s profile picture
• In search results next to your business asset’s profile picture
• In direct messages next to your business asset’s profile picture
• In Reels, Stories and Feed
• On Facebook Watch

Ultimately, investing in these new tiers will depend on a business’s specific needs and budget. Companies may want to monitor the results achieved by early adopters before committing to the higher-priced plans. For now, the expanded options allow businesses to choose a plan that aligns with their goals and helps them maximise their presence on Meta’s platforms.