In a surprise move, Mark Zuckerberg, the CEO of Meta (formerly Facebook), has announced the launch of a new subscription service called “Meta Verified.” This new feature is aimed at increasing authenticity and security across the company’s services, by allowing users to verify their accounts with a government ID, obtain a blue badge, and receive extra protection against impersonation attempts.

According to the post on Zuckerberg’s Facebook page, Meta Verified will also provide direct access to customer support, a feature that could be particularly appealing to those who have experienced issues with their accounts in the past.

The subscription service will start at $11.99 per month on the web and $14.99 per month on iOS, with rollouts beginning in Australia and New Zealand this week. Zuckerberg has also indicated that the service will be made available in more countries in the near future.

The announcement comes as Meta continues to face scrutiny over issues of fake accounts and disinformation on its platform. With the launch of Meta Verified, the company is likely hoping to assuage concerns about the authenticity of user accounts and increase the security of its services.

Zuckerberg’s announcement has been met with a mixed response from the public, with some expressing skepticism about the cost of the subscription service, while others have welcomed the added security features.

It remains to be seen how successful Meta Verified will be, and whether it will ultimately lead to a reduction in the number of fake accounts and other security issues on the platform. Nonetheless, the launch of this new service marks a significant step for Meta as it seeks to improve its reputation and user experience in the face of mounting criticism.