SYDNEY: Facebook and Instagram started a week-long rollout of their first paid verification service on Friday, testing users’ willingness to pay for social media features that until now have been free.

Facing a drop in advertising revenues, parent company Meta is piloting a subscription in Australia and New Zealand before it appears in larger markets. The service will cost US$11.99 on the web and US$14.99 on the iOS and Android mobile platforms.

From Friday, subscribers Down Under who provide government-issued IDs can start applying for a verified badge, offering protection against impressions, direct entrance to customer support, and more visibility, according to the company.

“We’ll be gradually rolling out access to Meta Verified on Facebook and Instagram and expect to reach 100% availability within the first 7 days of the rollout,” a Meta spokesperson told AFP.

Some attempts to join Meta Verified from Sydney found the service was not available on the first day of the rollout.