24 Jul Meta Verified 2024 Updates + Review: Facebook, Instagram and WhatsApp
Earlier this year we outlined the costs and benefits of signing up for Meta Verified on Facebook and Instagram. Since then, Meta has introduced updates to the verification system and process for business pages that require further examination. In some cases, the overall cost for being verified has lowered. However, there are some caveats.
If you’re unfamiliar with the services offered through Meta Verified, or how the verification system operates, please review Meta Verified for Facebook + Instagram: Costs + Benefits before proceeding.
Note: The following refers to Meta Verified for Businesses. Meta Verified for Creators may offer different pricing tiers and features.
New Plan Tiers
Before, Meta offered a single type of verification for Facebook, Instagram, and/or WhatsApp business profiles. If purchased on the desktop, you could secure separate verifications for all three platforms. If purchased on a mobile phone, you had to choose only one platform. All platforms offered the same benefits, and cost the same monthly rate (review link above for previous details).
Now, Meta is offering plan tiers. Each tier builds on the tier above it, offering additional services for a higher monthly cost. Meta has also finally built out verification offerings for WhatsApp, outlined in full below (at the time of this writing, WhatsApp verification was still in testing and not available to all users).
Business Standard
$14.99/month, or $179.88/year
Business Standard is the lowest tier, offering the most basic level of services. This tier functions like the previous version of Meta Verification (see previous post for details). Each platform shares overall services, along with targeted services specific to each platform:
Facebook, Instagram, and WhatsApp
- Verified Badge
- Impersonation Protection
- Meta Verified Support – chat or email with agents
Facebook + Instagram
- Search Optimization
- Enhanced Profile – allows the user to add images to links in profile
- Verified Channel – Add a verified badge to one hosted channel
- Custom Web Page – Create a unique, searchable URL and business webpage for increased discoverability
- Multi-agent – Link up to 4 devices to your account, each with their own separate chat functions, to help multiple agents manage orders and chats
- Prioritized Support – Resolve issues more quickly
Business Plus
$44.99/month, or $599.88/year
Everything in Business Standard, plus:
Facebook, Instagram, and WhatsApp
- Meta Verified Support – In addition to already having access to chat or email with agents, this promises to “get issues resolved more quickly”
Facebook + Instagram
- Enhanced Profile – Add up to 3 physical business addresses, plus up to 3 total Facebook and/or Instagram accounts in profile
- Links in Reels – Add links in Reels, capped at 2 per month
- Featured Account – Become a recommended Meta Verified business with the opportunity to be featured
- Verified Channel – Allows up to 3 Meta verified channels
- Multi-agent – Allows up to 6 devices
Business Premium
$149.99/month, or $1799.88/year
Includes everything in Business Standard and Business Plus, plus:
Facebook, Instagram, and WhatsApp
- Meta Verified Support – Request a call from an agent
Facebook + Instagram
- Enhanced Profile – Add up to 5 physical business addresses, plus up to 5 total Facebook and/or Instagram accounts in profile
- Links in Reels – Add links in Reels, capped at 4 per month
- Employee Impersonation Protection – bestows some of the protections of Meta Verification to up to 2 individual profiles, and grants them a Meta Verified badge
- Customized Messaging Chats – Customize Messenger and Instagram Direct chats with theme colors
- Verified Channel – Allows up to 5 Meta verified channels
- Multi-agent – Allows up to 8 devices
Business Max
$499.99/month, or $5999.88/year
Includes everything in Business Standard, Business Plus, and Business Premium, plus:
Facebook, Instagram, and WhatsApp
- Meta Verified Support – Receive active case monitoring
Facebook + Instagram
- Enhanced Profile – Add up to 8 physical business addresses, plus up to 8 total Facebook and/or Instagram accounts in profile
- Links in Reels – Add links in Reels, capped at 6 per month
- Employee Impersonation Protection – bestows some of the protections of Meta Verification to up to 5 individual profiles, and grants them a Meta Verified badge
- Account Review – Get twice yearly access to an advisor who will provide guidance to improve your content strategy for your subscribed account
- Verified Channel – Allows up to 10 Meta verified channels
- Multi-agent – Allows up to 10 devices
Limited Time Discounted Pricing
If the user signs up for both Facebook and Instagram, they will receive 20% off the total subscription. Both registrations must be at the same tier. This is not a limited time offer and seems to apply to Meta Verified registrations moving forward.
The prices listed above and the discounted prices listed below are only for users who register via mobile sign up. So, if you register via the website, the pricing might be different. (We didn’t see pricing listed for website registrations at the time of publication.)
Meta is currently offering discounted pricing across all available plans for a limited time. This is for first-time Meta Verified users only. The discounted prices expire 12 months after registration, so pricing will increase to the monthly pricing listed above after one year.
In addition, both the Business Standard and Business Plus plans offer an additional discount if you register for the year.
Business Standard – $13.99/month, or $143.99/year
Business Plus – $44.99/month, or $479.99/year
Business Premium – $119.99/month, or $1,399.99/year
Business Max – $349.99/month, or $4,199.99/year
Stitchcraft’s Initial Impressions
There is a huge jump in price between Business Standard and Business Plus—but with little to justify it, in our opinion. Allowing links in Reels is great, but capping it at 2 links per month feels nonsensical, especially given the volume of video content Meta wants users to create. Meta would love it if every business profile posted multiple Reels per week; how would one choose which Reel out of two dozen deserved a link?
It’s nice that with Business Plus, the user can add a physical address. But including multiple additional Facebook and Instagram links in a business profile feels like a throwaway feature. How many businesses—that are not chains—host multiple social media profiles on Facebook and Instagram? Most of our clients have one Facebook page, one Instagram profile, etc. This feature would likely not be used at all by small businesses or brands.
Something like Customized Messaging Chats also feels like a throwaway feature. It doesn’t look like users can create their own branded color theme, so the feature doesn’t help differentiate a business, or create a holistic branded experience for customers messaging a business account. Instead, it appears users have access to a limited set of color themes Meta has created. It’s unclear whether Meta will allow users to design a branded color theme in the future, but even so, this feels like a weak add on. We’d rather see more links for Reels!
The Business Standard plan has decreased significantly in price. It was originally approximately $28/month if you registered on the mobile app, so $15/month feels like a far more affordable price for a wider range of users.
We also feel like reducing the Business Standard and Business Plus plans by an additional introductory discount of 15% and 11% respectively if you register for the year is meant to be a strong enticement to shore up some annual users who may not stick around past the year. This is just a personal hunch.
Additionally, the breakdown of “Meta Verified Support” across the different tiers has us wondering about the efficacy of support on Business Standard. Is the price reduction a red flag warning us about a reduction in support? Having impersonation protection and access to real people on a support team were two of the strongest reasons we cited previously for purchasing Meta Verification. But we’re not fully confident, given Meta’s reputation for lackluster support and the way verified support breaks down across the tiers, that the lowest tier will actually receive the attention that might be required.
What does “get issues resolved more quickly” really mean? Why wouldn’t a Business Standard user also “receive active case monitoring?” Are active cases just… left to molder at the Business Standard and Business Plus levels? Ironically, the addition of higher tiers for support inspires less confidence that the lowest tier offers any support at all!
Two-Factor Authentication
Whether or not you choose to pursue the Meta Verification process, your business accounts should all employ two-factor authentication. Two-factor authentication creates another barrier against scammers and hackers and reinforces the security of all your online accounts. It’s incredibly easy to set up 2FA on Meta and should only take a few minutes.
First, from within Facebook, click on your profile picture, then Settings and Privacy.
Click Settings.
In the Meta Accounts Center, click Password & Security.
Select Password and Security, then Two-factor Authentication.
Choose the account that requires 2FA set up (do it for all your accounts!).
Follow the prompts on the screen to set up two factor authentication. Meta will offer several options for 2FA, including:
- Downloading a 2FA app, which generates a code that refreshes every 30-60 seconds
- Receiving a text message with a code
- Creating a security key code
We suggest downloading a 2FA app for use on all platforms. This will allow you to use a single app to generate 2FA codes for services like Gmail, Mailchimp, Salesforce, Squarespace, Hubspot, Meta, and any other platforms you use. Set your phone as a backup to receive text messages for 2FA as well.
Are you curious about how best to navigate your business through the rough and unruly seas of social media? Stitchcraft Marketing is a marketing agency of crafting experts. We customize every program to showcase your brand, engage your customer base, and generate sales in a way that is nothing less than magical. If you’d like to work with us, contact us today to get started!
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