In the few days since completing his $44 billion acquisition of Twitter, Elon Musk has moved swiftly to make changes to the company from the inside out, including mass layoffs, changing the homepage, renaming the Super Follows feature (it now blandly reads ‘Subscriptions’), and giving employees their first ultimatum: Meet his deadline to introduce paid verification on Twitter, or they will be fired. 

The verification directive is to change Twitter Blue, the company’s optional, $ 4.99-a-month subscription that unlocks additional features, into a more expensive subscription that also verifies users with the coveted blue checkmark. 

Currently, Twitter is planning to charge $19.99 for the new Twitter Blue subscription. According to The Verge, Twitter employees working on the project were that they must meet a deadline of November 7th to launch the feature, or they must pack up and leave.

Under the current plan, verified users would have 90 days to subscribe or lose their coveted blue checkmark, which is intended to distinguish credible accounts. 

Stephen King does not approve. 

Last year, Twitter launched the subscription fee for ad-free access to content from certain publishers. In the few quarters that Twitter reported earnings as a public company after that debut, advertising remained the vast majority of its revenue. Still, Musk is eager to grow subscriptions to half of the company’s overall revenue.

Published by Merilyn Ritchie

Merilyn Ritchie is a co-founder and Senior Marketing Strategist at EX Media, where she helps clients of all sizes achieve their marketing goals. She's a skilled craftsperson of top-notch strategies and content, with a proven track record of success in a variety of industries, including small businesses, large non-profits, and tech startups. When she's not conjuring marketing magic, Merilyn can be found in the garden or with her nose buried in a book, fueling her passion for the written word. While she loathes talking about herself in the third person, she's been persuaded to do so from time to time. So it goes. You can catch her latest musings and insights by following her on Instagram at @merilynmcg.