Beginning April 1, Twitter will start removing “legacy verified checkmarks” from the profiles of celebrities, journalists, civil servants and other public figures. Twitter is making the move in an attempt to force more users to pay for “verified” check marks, as part of its agenda to monetize a service that was previously handled by the company for free.
But so far, the plan isn’t going well. As CNN reports, many media organizations, including The New York Times, Los Angeles Times, The Washington Post, BuzzFeed, POLITICO and Vox, are already saying they have no plans to dish out money for Twitter Blue, the fee-based service that includes those blue check marks. The White House will also not be paying staffers for verified accounts, according to Axios. And Los Angeles Lakers star LeBron James promises that he “ain’t paying.”
This was an entirely predictable case of Twitter CEO Elon Musk playing himself. Why would media outlets — or anyone else — rush to pay for verified badges when he’s systematically destroyed their meaning?
Musk unraveled the purpose of the very thing he wanted to make money off.
“Some of you may be wondering whether or not the L.A. Times will pay for Twitter Blue subscriptions, and the answer right now is no, for several reasons: First of all, verification no longer establishes authority or credibility, instead it will only mean that someone has paid for a Twitter Blue subscription,” Sara Yasin, managing editor of the Los Angeles Times, told staffers, according to CNN. After all, Twitter Blue does not authenticate users’ identities.
Musk believed he could turn verified badges into a key source of new revenue for making Twitter profitable, a goal that’s surely growing more difficult as advertisers have fled Twitter en masse after Musk took over the company last year. But now key demographics that he would’ve hoped to have secured for paying for the service — journalists, famous celebrities, and government workers …
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