Updated Nov 9, 2022 - Technology

"I just killed it": Musk ditches "Official" label hours after launch

Elon Musk's Twitter account displayed on a phone screen and Twitter logo displayed on a laptop screen are seen in this illustration photo taken in Krakow, Poland on November 1

Elon Musk's Twitter account displayed on a phone screen. Photo: Jakub Porzycki/NurPhoto via Getty Images

Elon Musk said Wednesday that he has "killed" the "Official" label, which was given to some verified accounts earlier in the morning.

Why it matters: The new "Official" label was Musk's answer to verify an account's legitimacy outside of the blue checkmark, which can be bought through a Twitter Blue subscription for $8 a month.

Driving the news: When a Twitter user noted his "official" badge was gone, Musk replied: "I just killed it." He later noted that the blue checkmark "will be the great leveler."

  • "Please note that Twitter will do lots of dumb things in coming months," Musk tweeted on Wednesday. "We will keep what works & change what doesn’t."

Flashback: Twitter launched the "official" badge for "select accounts" that are verified as part of its new $8 monthly premium subscription service, which "does not include ID verification," a company executive said Tuesday.

  • Axios had been labeled as one of those "official" accounts.

The big picture: Twitter early stage products executive Esther Crawford tweeted that the new Twitter Blue service would be an "opt-in, paid subscription that offers a blue checkmark and access to select features."

A Twitter executive announces in a tweet the new "Official" label, which in effect replaces the blue checkmark for verified users.
Photo: Esther Crawford/Twitter
  • The new "Official" label would have replaced the blue checkmark and applied to a select number of "government accounts, commercial companies, business partners, major media outlets, publishers and some public figures," according to Crawford.

Our thought bubble, via Axios' Ina Fried: Twitter attempted to address the issue it created when it announced it would sell blue checkmarks.

  • Many governments and other entities might not choose or be able to pay for verification. Also, verifying important entities benefits all Twitter users, not just account holders

Go deeper: Twitter launching monthly subscription that includes blue checkmark

Editor's note: This story was updated to reflect that Musk removed Twitter's new "Official" label hours after launching it.

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