Meta Verified for Facebook Pages: A Deep Dive

 Meta Leverages on the True Need of People and Brands to be Recognized and Acknowledged

The competition on brands' social media presence is fierce. If you are not looking for selling then you are after Brand Positioning one way of the other. And for that: building credibility comes in all shapes, sizes, and tactics too. it s not just about the content, not just about the media buying and targeting, not about the influencers engagements. Meta, the parent company behind Facebook and Instagram, has launched a new paid verification subscription service called "Meta Verified" for businesses. This new approach to verification, similar to recent changes on Twitter, has sparked considerable interest and debate among businesses and social media marketers. In this article, we provide a comprehensive overview of Meta Verified for Facebook Pages, exploring its features, benefits, costs, eligibility criteria, and potential impact.

What is Meta Verified for Facebook Pages?

Meta Verified is a subscription bundle that offers businesses a verified badge on their Facebook Page, along with several other  features aimed at enhancing authenticity, visibility, and support. This subscription service allows businesses to verify their accounts with a blue badge, providing increased credibility and trust among their audience. Meta Verified is designed to help businesses establish a stronger presence on Facebook and build trust with their customers.
Meta is introducing this subscription model for several reasons, including the resource-intensive nature of the verification process, lost revenue, and rising advertising costs5. It's part of a broader effort to evolve the meaning of the verified badge, expanding access to verification and increasing trust in accounts on the platform6. Meta Verified will also be expanding to WhatsApp in the future. Testing will begin with small businesses using the WhatsApp Business app before expanding to the WhatsApp Business Platform.

Features and Benefits
Meta Verified offers a range of features and benefits for businesses:

 - Verified Badge: A blue verification badge confirms the authenticity of the business and helps it stand out. This badge helps customers know they are interacting with the real business.

 - Impersonation Protection: Proactive account monitoring helps detect and prevent impersonation attempts, enhancing account security.

 - Increased Visibility and Reach: Meta Verified may offer improved visibility in search results, recommendations, and comments, potentially leading to increased reach and engagement5. However, it's important to note that Meta has removed "increased reach" as a feature while they gather more feedback and further evolve Meta Verified.

 - Direct Account Support: Access to customer support with real human agents helps resolve account issues efficiently. This can be a significant advantage for businesses that have experienced difficulties navigating Meta's automated support systems. For example, one user reported positive experiences with direct support when dealing with a hacked account.

 - Exclusive Features: Access to exclusive features such as stickers for Facebook Stories and Reels. The "Links in Reels" feature could be particularly valuable, allowing businesses to add links directly to their Reels, similar to the functionality previously introduced for Instagram Stories.

 - Enhanced Profile: The ability to add links to images in your profile makes it easier for users to find your Page. However, businesses should be aware of alternatives like Linktree, which offer similar functionality at a lower cost or even for free.

 - Additional features for WhatsApp Business subscribers: WhatsApp business subscribers will receive additional premium features, including the ability to create a custom WhatsApp page easily discoverable via a web search and multi-device support with chat assignment, allowing multiple employees to respond to customers.

 - Account Review: Every six months, subscribers of the highest tier get access to an advisor to improve their content strategy. However, it's important to note that there is limited information available about the advisor's qualifications or experience.

To be eligible for Meta Verified, businesses must meet certain criteria:
 - Have an active Facebook Page with a history of posting.
 - Adhere to Facebook's Terms of Service and Community Standards.
 - Provide a government-issued ID for verification.

The cost of Meta Verified may vary depending on the region and the platform (web or mobile app)3. It's important to note that Meta Verified is a separate offering from the original verification badges, which were previously granted to notable figures and brands based on authenticity and notability9. To be eligible for the original style of verification, accounts must be notable, for example, by appearing in news stories9. Businesses can still apply for the original verification badge if they meet the eligibility criteria.

It's important to consider that the pricing for Meta Verified may be out of reach for some small businesses, especially when considering their typical marketing budget allocation.

Impact of Not Opting In
While Meta Verified offers several potential benefits, some businesses may question the value of subscribing to the service. Here are some potential impacts of not opting in:

 - Reduced Visibility: Businesses that don't subscribe to Meta Verified may experience reduced visibility in search results and recommendations compared to verified businesses.
 - Lower Credibility: The absence of a verified badge may lead to lower credibility and trust among potential customers, especially in a competitive market. However, it's worth noting that a 2022 study found that verification badges can sometimes have a negative impact on trust in advertising.
 - Increased Risk of Impersonation: Without proactive account monitoring, businesses may be more vulnerable to impersonation attempts, which can damage their reputation and confuse customers.
 - Limited Support: Businesses that rely on Facebook's support may find it more challenging to resolve account issues without the direct access provided by Meta Verified.

Ultimately, the decision of whether or not to subscribe to Meta Verified depends on a business's specific needs and priorities. It's crucial to remember that verification is not a substitute for creating high-quality, engaging content that resonates with your audience.

Reviews and Feedback

Early reviews of Meta Verified have been mixed. Some businesses have reported positive experiences, particularly with the improved customer support and increased visibility10. Others have expressed concerns about the cost of the service and the lack of significant improvements in organic reach.

Some users have found the customer support to be underwhelming, while others have praised the quick response times16. One user who experienced a hacked account found the support team responsive but ultimately unable to fully resolve the issue16. Another user noted that the "search optimization" benefit seems limited to appearing higher in search results only when someone searches for your username, which may not be a significant advantage for most businesses.

It's important to remember that Meta initially advertised "increased visibility" as a benefit of Meta Verified but has since removed it from their website while they gather more feedback1. This suggests that the feature may not have been as effective as initially promised.

Overall, the impact of Meta Verified on organic reach appears to be limited. Businesses considering the subscription should not expect significant improvements in this area.

Global Market and Germany

Meta Verified is being rolled out globally, with initial tests conducted in Australia and New Zealand6. The impact of Meta Verified on the global market is still unfolding. However, it has the potential to significantly change how businesses approach social media marketing on Facebook. By offering a paid verification model, Meta is creating a new revenue stream building on a true need for accounts owners whether persons or brands to be recognized and acknowledged with the magical blue badge.

Conclusion

Meta Verified for Facebook Pages presents a new opportunity for businesses to enhance their presence and build trust on the platform. The service offers a range of features, including a verified badge, impersonation protection, and direct account support. The value of direct access to human customer support is particularly noteworthy, especially given the challenges some businesses have faced with Meta's automated support systems.

However, businesses should carefully consider the costs and benefits before subscribing. The impact of Meta Verified on organic reach appears to be limited, and the overall value proposition may vary depending on their specific needs and goals.

For businesses that prioritize customer support and want to enhance their credibility, Meta Verified could be a valuable investment. However, it's essential to acknowledge the limitations and uncertainties, such as the unclear impact on organic reach and the mixed user feedback.

Ultimately, the decision of whether or not to subscribe to Meta Verified requires careful consideration of a business's individual circumstances and priorities. This trend towards paid verification on social media platforms raises broader questions about the evolving meaning of verification and its impact on trust and authenticity in the digital landscape.

Works cited

1. Testing Meta Verified to Help Creators Establish Their Presence - Facebook, accessed on December 16, 2024, https://about.fb.com/news/2023/02/testing-meta-verified-to-help-creators/ 

2. What Is Meta Verified? - Buffer, accessed on December 16, 2024, https://buffer.com/social-media-terms/meta-verified 

3. Meta launching paid verification system for Facebook and Instagram - CBS News, accessed on December 16, 2024, https://www.cbsnews.com/news/meta-verified-facebook-instagram-mark-zuckerberg/ 

4. Expanding Meta Verified to Businesses - Facebook, accessed on December 16, 2024, https://about.fb.com/news/2023/09/meta-verified-for-businesses/ 

5. Meta Verified: What the blue tick on Instagram and Facebook means for your business, accessed on December 16, 2024, https://mmmake.com/en/blog/meta-verified-what-the-blue-tick-on-instagram-and-facebook-means-for-your-business/ 

6. Instagram and Facebook launch new paid verification service, Meta Verified - OPB, accessed on December 16, 2024, https://www.opb.org/article/2023/02/20/instagram-facebook-paid-verification-service-meta-verified/ 

7. Have You Heard of the New Meta Verified Business Plans? - Madgicx, accessed on December 16, 2024, https://madgicx.com/blog/meta-verified 

8. Meta Verified: How Paid Verification Could Impact Social Media, accessed on December 16, 2024, https://icuc.social/resources/blog/meta-paid-verification/ 

9. What is Meta Verified? Everything You Need to Know in 2024 - Hootsuite Blog, accessed on December 16, 2024, https://blog.hootsuite.com/meta-verified/ 

10. Meta Verified! It worked!!! : r/facebookdisabledme - Reddit, accessed on December 16, 2024, https://www.reddit.com/r/facebookdisabledme/comments/1f7xt4s/meta_verified_it_worked/ 

11. Why I Won't Be Purchasing The Meta Verification Subscription Packages, accessed on December 16, 2024, https://www.scottsocialmarketing.com/blog/meta-verification-subscription-packages 

12. Get a Verified Blue Check on Instagram, Facebook - Meta, accessed on December 16, 2024, https://about.meta.com/technologies/meta-verified/ 

13. Meta Verified: What You Need to Know About Paid Blue Ticks on Facebook and Instagram, accessed on December 16, 2024, https://medium.com/@the.strategycoach/meta-verified-what-you-need-to-know-about-paid-blue-ticks-on-facebook-and-instagram-64abeb1d717d 

14. What Is Meta Verified? Meta Verification Guide - ShareThis, accessed on December 16, 2024, https://sharethis.com/social-media/2023/07/what-is-meta-verified/ 

15. Meta Verified for Business Tiers | Any Reviews From Anyone That Has Used? - Reddit, accessed on December 16, 2024, https://www.reddit.com/r/DigitalMarketing/comments/1di73io/meta_verified_for_business_tiers_any_reviews_from/ 

16. I Tried Meta Verified For 6 Months (HONEST REVIEW) - YouTube, accessed on December 16, 2024, https://www.youtube.com/watch?v=SMFCLpUuhqY 

17. Facebook and Instagram to Offer Subscription for No Ads in Europe - Meta, accessed on December 16, 2024, https://about.fb.com/news/2024/11/facebook-and-instagram-to-offer-subscription-for-no-ads-in-europe/