• by Colin Kirkland , October 31, 2022

Over the weekend, news broke that Elon Musk, the new owner of Twitter, plans to transform Twitter Blue -- the social blogging platform’s optional $4.99-a-month subscription for additional features -- into a $19.99- per-month subscription that verifies users.

According to Platformer, Musk informed employees working on this project that they must be ready to launch the new subscription plan by November 7 or they will be fired.

On Sunday, Musk alluded to this news via a tweet in which he wrote: “The whole verification process is being revamped right now.”

This abrupt and aggressive attitude toward Twitter employees follows Musk’s recent activity as “Chief Twit.”

Last Thursday, after Musk closed his $44-billion deal to acquire Twitter, he fired its four highest-ranking executives, including CEO Parag Agrawal, CFO Ned Segal, top legal and policy executive Vijaya Gadde, and general counsel Sean Edgett.

Shortly after Speaker of the House Nancy Pelosi’s husband was brutally assaulted by a right-wing conspiracy theorist, Musk directly spread a false article to his 100 million Twitter followers via a tweet that read: "There is a tiny possibility there might be more to this story than meets the eye" before taking it down hours later.

Musk is also planning mass layoffs that are expected to begin this week, directed at middle managers and engineers who have not made any recent contributions to the code base, reports The Verge.

Since its launch last year, Twitter Blue has allowed users to view ad-free articles and make other specific changes to the app, such as choosing between various colors for the home screen icon.

“Twitter already lacks competitive advantage against platforms like Instagram and TikTok when it comes to brand partnerships and adding a price tag on user verification only puts Twitter at further odds when it comes to influencers monetizing their audiences,” Michelle Harmon, CMO of global sports and entertainment intelligence platform SponsorUnited, told MediaPost.

“Rather than evoking a fee that may drive users away, Twitter should focus on bringing valid, valuable communities to the platform to enhance the experience for all,” Harmon added. “Perhaps by vetting followers to strengthen performance measurements and help the platform gain trustworthiness by brands and users alike.”