Meta has begun rolling out a paid verification service on its Facebook and Instagram platforms in the UK.

Meta Verified will cost UK users £9.99 per month, with tests for the service having been underway in the US since March.

Meta’s decision to introduce the service follows Elon Musk’s decision to launch Twitter Blue after he took over the platform, a subscription service which provides identity verification badges for public figures and organisations. Meta notes, however, that businesses are ineligible for the service at this time.

Meta Verified works in much the same way as Twitter blue, with subscription to the service including a verified badge that authenticates user accounts with government ID, “proactive account protection”, access to account support, and “increased visibility and reach”.

Users must be 18 or older to register for the service and provide passport details when signing up that match the profile name and photo of the Facebook or Instagram account they’re applying for.

The service is available for Android and iOS users.

Meta previously claimed that plans to launch such a service were in response to broader access to verification and account support being a top request it receives from creators.

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