From authenticity to subscription: X redefines the once-coveted blue checkmark

X (formerly Twitter) has officially retired its legacy verification program, replacing it with a model tied to its subscription service, X Premium. The shift, which began on 1 April 2023, means that the once-coveted blue checkmark is no longer reserved for "notable" figures, but is instead available to paying subscribers who meet specific eligibility requirements.

Under Twitter's previous rules, verification was granted to accounts deemed active, authentic, and notable. That programme has now been wound down. Unless legacy-verified users subscribe to X Premium, they no longer retain the badge. The new approach is part of X’s push to “democratise the platform,” allowing any account with an active Premium subscription and that meets eligibility criteria to display the blue checkmark. Importantly, X stresses that the badge does not signal endorsement of a user’s views.

To obtain (or keep) the badge, subscribers must pass X’s verification criteria. An account must be complete, meaning it has both a profile photo and a display name. It also needs to be active, with recent activity within the past 30 days, and secure, which requires a confirmed phone number. Finally, the account must not be deceptive: there should be no recent changes to the profile name, photo, or @handle, nor any signs of misleading behaviour, spam, or platform manipulation. Once these conditions are met and reviewed by X, the checkmark will appear on the account.

The blue badge is not permanent. X may remove it at any time for breaches of its Terms of Service or X Rules. Temporary removal can also occur if users change their profile photo, display name, or @handle, until the account is revalidated. In more serious cases, accounts found to be deceptive, manipulative, or in violation of platform rules risk not only losing the checkmark but also suspension. Additionally, individuals restricted by international trade compliance laws are not permitted to purchase X Premium.

The blue checkmark has undergone a dramatic shift in meaning. Once a marker of authenticity reserved for public figures, officials, and notable voices, it can now be obtained by anyone willing to pay for X Premium. While the subscription model does make the badge more accessible, it risks blurring the line between verified authenticity and paid status. Even the European Commission raised concerns, noting that X’s approach risks deceiving users and enabling malicious actors to exploit the system.

With the checkmark no longer serving as a guarantee of credibility, the potential for misleading accounts to masquerade as "authentic" has grown.