Enlarge (credit: Bloomberg / Contributor | Bloomberg)

Yesterday, Meta CEO Mark Zuckerberg announced on Instagram that his company is testing out a new subscription service to help Facebook and Instagram users “get extra impersonation protection against accounts claiming to be you.” Called Meta Verified, the monthly service will cost $11.99 on the web and $14.99 on iOS and Android. It’s being rolled out in Australia and New Zealand starting this week, and there are plans to offer the service in other countries soon.

Reactions on Instagram were mixed, with approximately 35,000 users reacting with thumbs up, hearts, tears, laughter, anger, and shock emoji.

A Meta blog went into further detail on how the monthly subscription service works. Users will show a government ID to authenticate their accounts and will receive a verified badge. Meta will then begin proactively monitoring to block impostor accounts while providing additional account support. Similar to Twitter Blue, the Meta Verified service offers users “increased visibility and reach.” Announced before Twitter Blue launched, the monthly subscription service is designed partly in response to top creator requests “for broader access to verification and account support,” Meta’s blog said. Subscribers will also have access to “exclusive features” like stickers to help their posts stand out even more from basic accounts.