Meta’s Services - a “Pay For Our Rights” Offering?
Introduction
Meta, the force behind Facebook and Instagram, introduced Meta Verified in 2023 – a subscription service allowing users to pay for a verified badge on their accounts, akin to Twitter's model. This move showcases how social media companies have been directing their attention towards innovative ways of generating income. Meta also looked for new profit avenues beyond the United States in 2023 and is set to expand its paid offering further in 2024.
Meta’s services
In the US, Facebook and Instagram users can acquire a coveted blue badge by paying a monthly fee of $12 on the web, or $15 on Apple's iOS and Android platforms. Subsequently, the person is verified with the use of a government-issued ID. The objective is enhancing user credibility.
Since its debut, Meta Verified has been expanded to businesses (at a higher price point) and other countries, including Canada and Australia. Most recently, Meta has announced that the verification option will be expanded for businesses on WhatsApp.
In November 2023, Meta introduced another service to offer European users ad-free experiences at a monthly fee of €10 on the web or €13 on iOS and Android devices. Equally, this constitutes an attempt at addressing concerns about ad targeting and data collection. Meta has stated that the services have been designed to comply with regulations, including the Digital Markets Act and the GDPR.
The ad-free subscription is limited to users aged 18 and older in the EU, EEA, and Switzerland. Starting from the 1st March 2024, Meta plans to impose an additional charge for linked accounts, underscoring its commitment to privacy and user autonomy. However, for teenage users, Meta initiated a pause on ad displays in the region from the 6th November to align with evolving regulations. The duration of this pause remains unspecified, with Meta providing limited details upon inquiry.
Developing reactions
It has been argued that Meta's subscription model provides users with a choice: pay for heightened privacy and an ad-free experience or use the service for free while accepting data collection.
The rollout of the ad-free subscription faced criticism from a group of Meta users, who deemed it an "unfair choice". The European Consumer Organization (BEUC) accused Meta of breaching EU consumer law by utilizing unfair and deceptive practices, prompting consumers to make hasty decisions. General Ursula Pachl, BEUC Deputy Director, asserted that due to the proposed price, consumers might reluctantly consent to Meta's profiling and tracking, questioning the concept of paying for privacy protection. Customer protection groups from various European countries have participated in a joint complaint against Meta, emphasizing concerns over misleading information and coercive practices.
Conclusion
Meta's launch of Meta Verified signified a strategic shift towards alternative monetization methods, moving away from the traditional ad-driven model. Beyond account verification, Meta’s subscription services offer ad-free experiences to try address privacy concerns, especially due to developing regulations but their future remains uncertain due to evolving backlash.
By Januaria Gizzi