What's going on with Twitter Blue? 101 on the many changes Musk has implemented

Twitter Blue has been in the news rather extensively over the last few days as Elon Musk takes away blue check marks and returns them unexpectedly to people who never wanted them in the first place. 

While chaos is not new to the new Musk-era of Twitter, the news can be rather confusing for those not familiar. If you are confused, MARKETING-INTERACTIVE breaks down exactly what you need to know about the saga below.

Don't miss: Twitter is now part of X Corp: 101 on why it "no longer exists"

What is Twitter Blue?

Twitter Blue is a paid monthly subscription service on the platform that allows users to subscribe, and thus access, a more premium version of Twitter. The opt-in subscription adds a blue checkmark to a user's profile and offers the user with early access to select features such as the ability to edit a tweet, according to Twitter. Twitter Blue subscribers also see approximately 50% less ads in their Following and For You timelines, can write longer tweets and more. 

Only accounts that have been active for 30 days from their creation will be able to subscribe to Twitter Blue and any changes to profile photos, display names or usernames will result in a loss of the blue checkmark till the account is validated by Twitter once again, the platform said. 

Twitter Blue has actually been around since 2021, long before Elon Musk took the reigns. However, it was initially just a way for users to customise their app experience and to enhance their account. 

Musk relaunched Twitter Blue in November last year and in doing so, added the feature that would allow subscribers to have access to a blue check next to their name regardless of who they are. 

This came about after multiple tweets by the billionaire declaring that the old way of verifying users was a "lords and peasants system".

When did blue ticks disappear?

Blue ticks, which used to be a status symbol for celebrities and notable figures, was initially meant to be removed from April 1 but this did not happen and many suspected that Musk would not keep to his promise. However, later in the month, Musk noted that 20 April would be the final date for blue ticks and surprisingly, all ticks were removed from legacy accounts. 

Musk said at that point in time that order to stay verified, these users would need to pay US$8 a month to join the platform's Twitter Blue subscription. If not, they would have their verified status revoked.

The decision drew the ire of many high-profile celebrities who voiced concerns regarding impersonation and misinformation. 

What happened after the ticks disappeared?

Just days after Musk removed all the blue check marks from users, the checks mysteriously began appearing on the accounts of certain notable figure, many of whom quickly took to their platforms to emphasise that they did pay for or ask for the verification button. 

Some of these accounts include those of scientist Neil deGrasse Tyson, Lil Nas X, and more. Even more mysteriously, the accounts of deceased public figures such as Bob Saget, Barbara Walters and Kirstie Alley started seeing blue ticks next to their usernames. 

This started a debate online as netizens began wondering how many verified badges Twitter was giving out at no charge and why some had to pay while others did not.

Notably, Musk even began responding to the confusion. For example, author Stephen King took to the platform to share that while his account says he has subscribed to Twitter Blue, he had in fact not done so. Musk replied to his tweet saying, "You're welcome namaste". King has been notably vocal about not wanting to pay for Twitter.

However, Musk's backpaddling of the blue tick was made even more confusing when some major celebrities such as Chrissy Teigen and Mark Hamil did not get their ticks returned. 

Musk then revealed that he is "paying for a few [blue ticks] personally".

Currently, the world continues to wait to see what new changes and decisions will be made by Musk. This is especially so after it was revealed that Twitter ceased to be an independent company this week after it merged with a newly formed shell firm called X, according to court documents seen by MARKETING-INTERACTIVE. 

In court filings dated 4 April, it was quietly revelated that Twitter Inc. now "no longer exists" after it was merged into X Corp.

Court documents were submitted in a California court for a lawsuit that was filed against Twitter and Jack Dorsey, the company's former chief executive, in 2022. It was filed by conservative activist Laura Loomer. according to Bloomberg.

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