Twitter has informed advertisers that they must either be verified or subscribe to Twitter Blue or Verified Organisations to continue running ads on the platform. The move comes after Twitter removed all legacy Blue check marks and asked individual users to pay for being verified.
The micro-blogging platform posted that the approach supports the ongoing efforts to reduce fraudulent accounts and bots and aligns with the broader verification strategy to elevate the quality of content on Twitter and enhance experience as a user and advertiser.
The company also stated that business accounts spending more than $1,000 per month already have gold checks, and they will continue to enjoy access to advertising without interruption at this time. Twitter plans to charge an extra $50 per month to add badges to each account affiliated with a brand.
The new policy aims to increase the quality of content and enhance user experience by weeding out fraudulent accounts and bots.
Twitter has been monetizing its platform in various ways, and the new policy is expected to further boost its revenue. However, this move has been met with criticism, with several users calling it a cash grab.
Critics say that Twitter’s new policy is unfair and puts small businesses at a disadvantage. Many small businesses may not be able to afford the cost of getting verified or subscribing to Twitter Blue or Verified Organisations.
Earlier this month, Twitter removed all legacy verified accounts, including those of several celebrities, creating chaos on the platform. The move aimed to ensure that verified accounts met the company’s new verification policy, which includes identity confirmation, active use of the platform, and adherence to Twitter’s rules.
The company’s efforts to weed out fraudulent accounts and bots have gained momentum in recent months, with Twitter reporting that it has removed millions of such accounts in the past year.