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Twitter announces ‘Blue for Business’ to help identify brands and their employees

Twitter announces ‘Blue for Business’ to help identify brands and their employees


With Blue for Business, you can show which individual accounts are affiliated with your brand.

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A screenshot showing a new badge available for Blue for Business subscribers.
“Blue for Business” will let you show who is affiliated with your brand.
Image: Twitter

Twitter has officially announced Blue for Business, a subscription geared toward companies that want to “verify and distinguish themselves on Twitter,” as its press release says. The service will let companies link their main accounts with those of their employees to make it easier to show that someone actually does work for them.

The company is testing the service with “a select group of businesses,” including its own employees. Esther Crawford, director of product management at Twitter, has a little bird badge next to her blue checkmark that verifies her as an employee at the company, as you can see in this tweet of her announcing Blue for Business. Craft Ventures, a venture capital firm, also appears to have some employees marked as affiliates, using a badge with its logo.

A screenshot of two tweets with information about Twitter Blue for Business.
Twitter’s Esther Crawford shared some details about the new service.
Screenshot by Mitchell Clark / The Verge

So far, Twitter hasn’t shared a lot of details about the service. We don’t know how much Blue for Business will cost, who will be eligible, or how it’ll go about actually verifying that a business controls an account; Twitter’s Esther Crawford didn’t immediately reply to an inquiry over Twitter. The company’s press release does say that it plans on letting more businesses subscribe next year. Twitter does warn (in a truly tiny footnote) that Blue for Business’ features may not be available on all platforms and that they “may change periodically.”

Some of the features started showing up before the announcement — we’ve already dug into the rounded-square profile pictures and affiliate badges, which started appearing earlier on Monday.

The play here for Twitter is obvious. The company is trying to lean into making money through subscriptions, and creating what’s essentially an enterprise tier of its Twitter Blue service could help it do that. The company lists examples of the types of use cases it expects to see for Blue for Business: sports teams affiliating with their athletes, movie characters getting a logo next to their name, or journalists having a badge that shows they really do work for a specific outlet. (Though Twitter may have a hard time courting the press after some of its recent antics.)

Twitter has also officially started rolling out a new gray checkmark badge for “government and multilateral accounts.” You might be able to see it already on the @WhiteHouse account. The company said in late November that it would be rolling out the gray badges.

A screenshot of The White House’s Twitter profile with a new gray checkmark.
The new gray check for government institutions.
Screenshot by Jay Peters / The Verge