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At a recent all-hands meeting at Twitter, Elon Musk announced that he would be postponing the relaunch of Twitter Blue or the paid verification program indefinitely. The only condition where he is comfortable relaunching Twitter Blue is when they’re confident about significant impersonations not happening.
One of Musk’s first significant changes to Twitter after taking over was to introduce a revamped Twitter Blue, which allowed users to buy a Twitter Verified Blue checkmark and a bunch of bundled features.
Despite internal warnings from Twitter’s trust and safety staff, the Musk-led rollout quickly led to rampant impersonation of high-profile accounts, including those of Twitter’s advertisers. Some of Twitter’s most prominent accounts, including Musk’s, were so rampantly impersonated that the situation soon got out of hand. A pharmaceutical company lost billions after a simulated performance sent out a tweet that made their stock crash.
Twitter Blue subscriptions, mainly the Paid Verification program, were turned off just two days later. The execution of Musk’s plan was a mess.
Last week, Musk announced that his team would be relaunching the service by November 29. However, in Monday’s meeting with the 2700 remaining Twitter employees, Musk announced that Twitter “might launch it (paid verification) next week, or not.” He added, “But we’re not going to launch until there’s high confidence in protecting against those significant impersonations.”
“Any given social media platform, in my view, doesn’t matter what it is, is going to be vulnerable to bots and trolls unless there is some payment barrier to increase the cost of bots and trolls significantly,” he said.
Although it is still unclear how Musk plans on battling the impersonation of major corporate advertisers and organizations, one theory that has emerged among people following the matter closely is the usage of different colors of badges.
Since Musk took over and announced that verification could be bought on the platform, Twitter has been adding and removing different grey checkmarks and labels on high-profile accounts without explanation.
Musk said the company will “probably” need to give “institutions and companies” a “different color check” but didn’t elaborate, noting that “this is still something we’re thinking through.”
