Update: It looks like the launch was premature. According to According to a tweet from Esther Crawford, a product leader at Twitter, the new Twitter Blue subscription isn’t live yet, but some users are seeing notifications as part of a live test.
Just days after newly minted Twitter CEO Elon Musk made changes to Twitter’s system for verifying user accounts, including charging $8 a month for the privilege, Twitter appears to have begun rolling out a new one. level of Twitter Blue, the premium subscription service, which includes some of the changes Musk has suggested.
According to an in-app iOS notification viewed by londonbusinessblog.com, the upgraded Twitter Blue, starting at $7.99 per month, will add the blue verification check previously reserved for accounts that applied through Twitter’s free verification process. Other “coming soon” benefits include “half the ads” seen by non-paying Twitter users, as well as ostensibly “twice as relevant” ads (Blue removed ads completely before) and the ability to post longer videos on Twitter (although it’s not clear how long; the notification doesn’t specify).
What’s unclear is whether currently verified Twitter users will lose their blue tick if they don’t pay more than $7.99 a month. The language in the notification suggests this won’t be the case, but reporting by The Verge indicated that Twitter is considering removing verification badges from accounts that don’t pay for Twitter Blue within 90 days of the new plan’s launch.
In any case, the new, more expensive Twitter Blue will also offer priority ranking for “quality content,” promising to increase Blue subscriber visibility in replies, mentions, and search. A revamped notification shade in the Twitter app shows tweets from verified users on the first tab by default. Twitter claims this will help “reduce the visibility of scams, spam and bots,” but time will tell if that’s really the case.
Musk previously claimed that Twitter, which recently ended support for ad-free articles under Blue, would create a new program to get around the paywalls for publishers willing to partner with the company. But if Musk plans to go through with the proposal, the program doesn’t seem to have made it to the new Blue — at least not at launch.
Available in the US, Canada, Australia, New Zealand and the UK on iOS to begin with, the new Twitter Blue arrives after massive layoffs at Twitter that affect about half of the company’s workforce, including employees in key areas. human rights, accessibility, AI ethics and curation teams. Musk has argued that the cuts — along with the introduction of new paid features — are needed to make Twitter profitable, as the company faces an estimated $1 billion a year in interest payments on $13 billion in debt.
It will probably be an uphill battle. Data from analytics firm Sensor Tower suggests Twitter’s app has generated just $6.4 million in in-app purchases to date, with Blue being the top purchase. And a opinion poll by investor Jason Calacanis – though hardly scientific – a majority of respondents had said no to paying any amount for verification.
However, Musk’s management of Twitter doesn’t seem to have instilled much confidence in major advertisers, many of whom have paused campaigns on the platform. In a tweet on Friday, Musk blamed a “massive drop” in Twitter revenue on “activist groups pressuring advertisers,” likely referring to a open letter Sent Tuesday by community groups urging Twitter advertisers to suspend their ads if Musk failed to commit to upholding safety standards and community guidelines.