Meta, which makes nearly all of its money from advertising, said last year that Apple’s move would cost the company more than $10 billion in lost ads revenue in 2022. More recently, its revenue has taken a hit following Apple’s decision to introduce stringent privacy changes known as App Tracking Transparency on iOS that curtail the social network’s ability to track users’ internet activities to better target them with ads. Meta has opted not to charge its customers for most of its services in more than a decade and a half since its founding. The subscription service will be extended to “more countries soon,” he said, without elaborating on the timeline. Meta Verified “is about increasing authenticity and security across our services,” said Zuckerberg in a Facebook post. The company said the subscription service will also offer “increased visibility and reach,” improved protection against impersonation attacks and direct access to customer support. Meta will allow users to verify their identity by using their government-issued ID cards. The subscription service, first rolling out in New Zealand and Australia starting this week, is priced at $11.99 per month on the web or $14.99 on Apple’s iOS and Google’s Android.

Facebook-parent Meta has launched a new subscription service, called Meta Verified, that will allow users to add the coveted blue check mark to their Instagram and Facebook accounts for up to $15 a month by verifying their identity, its chief executive Mark Zuckerberg said on Sunday, tapping a new revenue channel that has returned mixed success for its smaller rival Twitter.

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