Musk says Twitter Blue will ‘probably’ return by ‘end of next week’ after trolling companies, celebrities by imposters

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This could make some companies nervous.

Last week, trolls took advantage of the new service to impersonate various companies. One for example pretends to be Eli Lilly and proclaimed “We are thrilled to announce that insulin is now free”, putting the pharmaceutical giant into damage control mode.

Another claimed to be a defense contractor Lockheed Martin and says the company would stop selling arms in some countries, including the United States, Israel and Saudi Arabia.

Pranksters were able to pull off these stunts easily because under Twitter Blue, anyone can pay $8 per month for a blue check mark which, before Musk, indicated that the identity of a notable company or individual had been verified. Twitter previously offered verification for free

On Friday, users were reporting that the recently introduced Twitter Blue was no longer available. But it was only on pause.

Musk has warned that Twitter cannot survive on advertising alone and must grow subscription revenue to survive, suggesting bankruptcy is a possibility in the recession he thinks is coming. During a question-and-answer session with employees on Thursday, Musk said he was still suffering from “PTSD recession” to keep PayPal and You’re here alive during the difficult years, referring to post-traumatic stress disorder.

Ad sales account for 90% of Twitter’s overall revenue. Advertisers, for their part, have continued to shun Twitter since Musk’s $44 billion takeover. General Engines, United Airlines, General Mills, and others have suspended advertising on the platform, worried about brand safety as Musk, a self-proclaimed “free speech absolutist,” makes his changes. The use of racial slurs and other offensive content increased on Twitter after Musk took over.

Dirk Van de Put, CEO of Mondelez Internationalone of the largest food companies, told Reuters Tuesday, “What we’ve seen recently since the change to Twitter was announced is that the number of hate speeches is increasing significantly. We thought there was a risk that our ad would appear alongside bad messages.

With businesses nervous about both Twitter Blue trolls and risky advertising on the platform, much attention will be paid to exactly how the social network hinders or prevents identity theft once the service subscription restarted.

The company started offering “official” labels for certain accounts this week, but their distribution seemed arbitrary, and they soon disappeared.

“There are no more sacred cows in products on Twitter,” tweeted Esther Crawford, a Twitter employee who worked on the verification overhaul.

She added: “Elon is willing to try many things – many will fail, some will succeed.”

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