“I just killed it,” tweeted Twitter billionaire owner Elon Musk responds to a tweet about the disappearance of the gray check. “Blue finch will be the big leveling.”
The gray checks would be Twitter’s way of helping the public identify legitimate accounts for public figures, celebrities, news outlets and other high-profile users. To be clear, that’s what the original blue check was for—until Musk said the verified badge would be available for purchase through Twitter Blue, the platform’s paid subscription service.
It was announced yesterday that an additional gray check would instead denote authentic high-profile accounts. Politicians, news broadcasts (including @verge), celebrities and brand accounts were briefly double verified this morning.
Twitter employees have been working around the clock to release the new version of Twitter Blue and have even posted about sleeping in the office to get the job done. Esther Crawford, who is leading the Twitter Blue overhaul, tweeted that the “Official” label will still be part of the Twitter Blue rollout, but initially limited to “government and commercial entities,” not individual users. The rapidly changing environment and priorities at the company speak for what we can likely expect with Musk at the helm.
In a follow-up tweet after the gray ticks disappeared, Musk said warned that the company will “do a lot of stupid things in the coming months” and only keep what works. Crawford quickly echoed Musk’s tweet, proverb there were no sacred cows on the farm. Apparently it only took Twitter a few hours to have them live to figure out that gray checks were a bad idea?