Twitter has been undergoing rapid shifts lately, and users are feeling the impact. On a recent Sunday, Elon Musk, the owner, directed the removal of the verification badge from The New York Times account after his team reported they would not pay a new fee linked to the platform. The move underscored a broader policy transformation at the social network.
That same Sunday, Twitter rolled out a policy aimed at phasing out accounts that do not subscribe to the Twitter Blue plan. The subscription costs vary by region, ranging from eight to eleven euros per month in some markets. For brands and large organizations seeking to maintain verification, the price is higher and depends on local pricing. In Spain, for example, the monthly charge was quoted as 1,149.50 euros.
The price increase appears to be part of a broader strategy to broaden revenue streams as the platform faces mounting costs and a slowdown in advertising demand. The company has endured reduced investment and advertiser pressure, while also grappling with debt obligations, all of which have pushed leadership to look for new income sources.
Over the weekend, The New York Times and other outlets reported that many verified organizations would not pay the higher fees to retain their gold badge. The newspaper noted that Twitter originally planned to keep a limited number of verification pins for the 10,000 most prominent organizations, even as it expanded the feature to a wider audience. The New York Times, with a subscriber base well into the millions, is among the most followed accounts on the platform.
Musk’s Retaliation or Strategic Pivot?
According to researchers observing the platform, the move did not seem to sway The New York Times significantly. It appeared to be a response to the publication’s stance and public commentary, rather than a direct challenge aimed at silencing a single outlet. In a widely circulated exchange on social media, Musk indicated a willingness to remove verification if others refused to participate, though the specific messages were later deleted, leaving interpretation open.
In subsequent days, Musk echoed a similar sentiment in discussions with users. He suggested a grace period, indicating that if an account did not confirm payment within a couple of weeks, the verification badge would be removed. Those statements were also deleted later, fueling ongoing speculation about strategy and timing.
Observers note that the campaign is not simply about one newsroom or one account. It fits into a pattern where public figures and billionaire entrepreneurs challenge established media brands while pursuing new monetization paths for a platform that has shifted away from traditional advertising reliance. Critics warn about potential reputational risks and the impact on trust when verification becomes a paid privilege rather than a newsroom-backed credential. Supporters argue that a paid model could fund platform improvements and reduce dependence on volatile ad markets.
Despite the friction, market estimates still peg Twitter’s overall value at substantial levels, though below prices paid by the previous acquisition. The discrepancy highlights the volatility in the social media landscape, where leadership strategies, revenue models, and user expectations continually collide. As the situation unfolds, industry watchers will be assessing how these changes affect user experience, brand safety, and the long-term viability of paid verification across major outlets.