Twitter will soon allow organizations to verify related accounts

Less than two days after Twitter’s first attempt to charge for account verification, Elon Musk announced that the company is working on a new way to authenticate users. On Sunday afternoon he has the social media website would soon begin rolling out a feature that would allow organizations to identify accounts “actually” associated with them.

Musk didn’t say much, but the feature is almost certainly a partial answer to the issues the platform has encountered over the past week. After the company started rolling out its new $8-a-month Twitter Blue subscription to , the website was quickly overrun by trolls who were using the service to impersonate celebrities and brands. The situation was a nightmare, especially for companies and advertisers. As an example, pharmaceutical company on Friday after a fake “verified” account said the company was making insulin-free. The prank erased about $15 billion from Eli Lilly’s market cap and forced an apology.

The announcement seems to indicate that Musk is coming to terms with the fact that a social media platform . When a user asked if anyone could use the upcoming feature, Musk reacted“In the end I think there is no choice but for Twitter to be the final arbiter, but I am open to suggestions.”

That’s something he probably wouldn’t have said before. Prior to the deal, Musk called himself an “absolutist” of free speech. During his recent TED Talk appearance, he said he favored very little content moderation. “When in doubt, let the speech… let it be. If it’s a gray area, I’d say let the tweet exist”. The problem with that approach is that it has led to a significant drop in revenue for the company. That’s not something Twitter can sustain with its current one .

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