How much does the blue checkmark on Instagram cost?

The meaning of the blue checkmark has fundamentally changed: it used to be proof of prominence; today, it is a subscription. You can find everything you need to know about what you get, who can apply, and whether it's worth it for you right here.

At a Glance

Note: Meta rolls out prices and packages differently depending on the account and region. You can see the amount applicable to you in the app under Settings → For Professionals → Meta Verified. There are separate rates for businesses, which can exceed €100 monthly for the premium version.

What exactly is Meta Verified?

Meta Verified is a monthly subscription that includes the blue checkmark and additional benefits: proactive protection against accounts impersonating you, direct support from human agents instead of help pages, better discoverability in search, and depending on the package, other features like links in Reels. The checkmark itself is just one part of the package.

The subscription was introduced in 2023, initially in Australia and New Zealand, then gradually worldwide. Since then, verification is no longer an award you receive, but a service you book. Full details are available in the Meta Help Center for Meta Verified.

Why is the price higher in the app than in the browser?

Because Apple and Google retain a commission for purchases in their stores, which Meta passes on to the user. If you sign up for the same subscription in a web browser, the surcharge is waived — with a two-euro difference per month, that amounts to around €24 per year.

In practical terms: Book in the browser, not in the app. The service provided is identical.

Who can actually buy the blue checkmark?

Meta Verified is not accessible to everyone. You must meet these requirements:

1. Minimum age of 18 years.
2. Official government photo ID, where the name matches your profile name.
3. Video selfie for identity verification.
4. Profile picture showing your face clearly and matching your ID photo.
5. Two-factor authentication enabled.
6. Existing posting history — brand new accounts will be rejected.
7. Compliance with Community Guidelines.

Important: After verification, you cannot freely change your name, username, date of birth, or profile picture. Anyone who adjusts these later must go through the verification process again. The requirements are also listed in the Instagram Help Center on verification.

How do you apply for Meta Verified?

The process takes a few minutes, and verification usually takes up to 48 hours.

1. Open Instagram, go to Settings → For Professionals → Meta Verified.
2. Select the account you want to verify.
3. Set up a payment method — in the browser instead of the app if you want to save money.
4. Upload your ID and record a video selfie.
5. Wait for confirmation.

If your application is rejected, Meta will refund the fee. The most common reasons for rejection are: the name on the ID does not match the profile name, or the profile picture does not show a recognizable face.

Does the blue checkmark increase reach?

No — at least not directly. Meta advertises protection, support, and better visibility in search, but not increased reach in the feed. Anyone booking the subscription expecting a sudden surge in views will be disappointed.

What the checkmark actually does: it creates instant trust. Someone seeing your profile for the first time immediately recognizes it as authentic. For people who sell or get commissions via Instagram, this is the real value. To understand how reach is actually generated, read our post on the best time to post on Instagram.

Who is the subscription worth it for — and who is it not?

It's worth it if you:

• acquire customers or sell products via Instagram,
• represent a brand whose name could be imitated,
• have had trouble with fake accounts in the past,
• rely on fast support because your account is business-critical.

It's generally not worth it if you:

• use Instagram purely for private purposes,
• hope the checkmark will bring more followers or reach,
• run a small account without commercial intent.

To be honest: for most private accounts, spending around €180 a year is poorly invested money. The checkmark doesn't make a vacation photo any more interesting.

What about the old "earned" checkmark?

Accounts that received the checkmark before the introduction of Meta Verified keep it — without paying. Visually, there is no difference between the two, which many users criticize: the checkmark no longer indicates that someone is a public figure, but only that their identity has been verified.

Classic verification without a subscription still exists for public figures, but has largely been superseded by Meta Verified.

How to spot fraudulent offers?

There are many scam attempts surrounding the blue checkmark. The following applies without exception:

• Meta sells the checkmark exclusively itself, via the app or its own website.
• No one can "get" you the checkmark — providers who promise this are just after your money or your login details.
• Messages offering verification and asking for your password are phishing.
• Attempting to book a cheaper country rate via VPN risks getting your account banned — Meta checks the location during payment.

If your account has already been affected, our guide Instagram hacked — what to do can help.

FAQ

How much does the blue checkmark on Instagram cost per month?

In the EU, it's approximately €14.99 via the browser and €16.99 in the app.

Does the price cover both Instagram and Facebook?

No. The subscription applies per account. Those wishing to verify both profiles pay twice — although Meta does offer discounted bundle prices for combinations.

Will I get more followers with the blue checkmark?

Not automatically. The checkmark increases trust, but Meta does not promise additional reach in the feed.

Can I cancel Meta Verified at any time?

Yes, up to 24 hours before the next billing cycle. The checkmark disappears at the end of the term.

What happens if I stop paying?

The checkmark is removed after a short grace period and only reappears after payment is resumed.

Do I need a professional account?

Not necessarily, but it is recommended. We explain what that is here.

Conclusion

Today, the blue checkmark costs money instead of fame — around €15 a month in the browser, and a bit more in the app. For companies and freelancers, the subscription is a sensible safeguard against impersonators and a direct line to support. For private accounts, it is usually not worth the investment.

If you are looking for real growth, you will achieve more with quality content and a solid foundation than with a symbol next to your name.