Social media apps are increasingly introducing paid features that not only provide more perks, but amplify your reach and status on the platform. The most concerning is the paid checkmark. It’s a pay-to-win feature, and here’s why I am tired of it.
1 It’s Harder to Tell Who Is Real or Not
Before paid checkmarks became a thing, it wasn’t hard to distinguish between genuine accounts and those that weren’t. Back then, blue checkmarks were called verification badges, and their purpose was clear—to let you know that the account belongs to the person, business, or organization it claims to be. The badge was not linked to a subscription or paid plan.
Now that these badges can be bought on some social media platforms, it has blurred the line between real people and fake accounts that simply paid for verification. This ruins the social media experience for me, making me skeptical of accounts that have this badge. When we tested bot summoning on X, some replies came from verified accounts—so verification doesn’t really prove the account is a real person.
It’s also tiring because it puts the onus on me to verify the account’s authenticity myself. I would rather be enjoying spontaneous interactions on social media than trying to figure out which accounts are the real deal.
2 It Legitimizes the Spreading of Misinformation
With the perks that paid checkmarks provide on a service like X Premium (formerly Twitter Blue), accounts with false credibility now have more reach than ever. In the wrong hands, they can easily be used as a tool to spread misinformation to a wider audience.
This frustrates me to no end because, like verifying accounts myself, I also have the burden of fact-checking information on the social media platform. Not only is this time-consuming, but it can be extremely difficult when dealing with complex topics or breaking news.
3 It Creates Inequality on the Platform
As with pay-to-win video games, pay-to-win social media creates inequalities. The most frustrating aspect for me is that if two people are in a debate on social media, who do you think people will be biased towards? If you guessed the one with the checkmark, you’re correct, because not everyone knows these badges are a superficial marker of trustworthiness these days.
Also, these accounts are usually artificially boosted due to algorithm bias on certain platforms. This creates an uneven playing field since those who don’t pay don’t get this boost.
4 Paid Clout Is a Bad Look for Anyone
More people are waking up to the realization that paid checkmarks amount to paid clout in many instances. This is a double-edged sword.
On one hand, it means that the influence of paid checkmarks is diminishing. On the other hand, people who genuinely want to enjoy the perks or use them the right way are lumped into the same category as people seeking paid clout.
They are becoming a terrible look for everyone, including the social media platforms themselves since they erode their credibility.
5 It Makes It Easier to Scam People
You can always do more to protect yourself on social media. However, the platform must also ensure that people aren’t exploiting its systems to put users at risk. An account using pay-to-win features like paid checkmarks can use its false sense of legitimacy and trustworthiness to scam people.
On a platform like X, you can restrict who messages you. But there’s a setting that allows verified users to send message requests to your inbox. This essentially allows people to pay for more access to other users’ inboxes unless users specifically choose that no one can message them.
Paid checkmarks aren’t going anywhere. However, social media platforms need to ensure that they aren’t being used to put users at a disadvantage, whether it’s through misinformation or scams. Ultimately, these platforms must strike a balance between monetization and maintaining a safe, trustworthy environment for all users.
