This guide features a detailed analysis of the pros and cons of this decision. Keep reading, get all the facts, and decide if an X check mark is worth it.
For years, getting a blue check mark on Twitter was considered a sign of prestige. Small-scale brands and celebrities watched their bigger and more successful competitors get awarded with it and hoped that one day, they would become popular and influential enough to qualify for a check mark of their own.
A blue Twitter tick inspired trust, underlined one’s elite status, and drove customer engagement strategies. However, everything changed in 2022, when Elon Musk bought this platform and launched a complete rebranding, starting with the name. Twitter became X, and what used to be a status symbol turned into a simple commodity accessible by anyone with a verified phone number and a premium subscription.
Considering these changes, more and more brand founders ask themselves: do they still need the X check mark, or has its value been demolished in the eyes of prospective clients?
What Is the X Check Mark: The Past vs. The Present
Undoubtedly, the Twitter & X checkmark has undergone a seismic shift in terms of its meaning and value. Let’s track its history, one major event after another.
The Past
From the moment of its introduction in 2009, the blue Twitter checkmark became a synonym for a crown. Famous actors, popular singers, government officials, and other celebrities got it as soon as they verified their identities as account holders. This was done to distinguish them from other users, but most importantly, it helped lessen the number of impersonations and frauds.
Let’s consider the example of Tony Hawk, a famous skateboarder. There are many people who fail to recognize him, something he finds funny and tweets about all the time — and there is nothing odd about it. We have different interests, and even fans who know him from videos might fail to place him if they see him in real life.
However, in the past, when people went looking for Tony Hawk on Twitter, they could recognize him right away. They would see tens of accounts with the same name and photo, but only one of them would have the blue checkmark, signifying that this account belongs to a real star.
Brands decided they didn’t want to lag behind the checkmark trend, so they started petitioning for it, too. Adidas, Apple, Burger King — as soon as their owners proved that the Twitter account belongs to an actual representative of the brand, they got their mark for the world to see. This elevated their status automatically since to qualify for this little blue tick, you had to be really, really popular, something the majority of users only strived for.
The Present
The established system of a blue check mark crashed in 2022, the day Elon Musk took over, which became the largest event in Twitter’s history. Upon renaming the platform as X, Musk changed the rules of the game — for better or for worse is still debatable.
Now, any user can get an X blue check mark. They have to meet the most basic conditions, namely to verify their phone number and subscribe to X Premium. As soon as this change took effect, thousands of people and brands rushed to “boost” their accounts, proud to finally become the owners of the tick they could only dream of getting in the past.
While the new check mark owners rejoiced, regular users felt horrified. How could they understand that they were dealing with a real, known brand, and not some impersonator? Using our previous example, there could be tens of Tony Hawks now, all with a pretty blue tick against their names.
Upon realizing his mistake, Elon Musk introduced an evolved system of X check marks. We have three levels now:
- Blue. Every person who subscribes to X Premium and confirms they have a valid phone number can get a blue X check mark;
- Gold. This is the current check mark for brands, denoting organizations that verified their accounts and identities;
- Gray. This check mark is for government-affiliated accounts, and most of them get a private invitation to confirm their identities.
If you check the best X accounts to follow in 2025, you’ll see the names of famous politicians, influencers, and brands, all with a gold or gray tick. The question is, how do they benefit from getting such a mark?
Why Brands Want the X Check Mark
Overall, despite the drastic changes that happened with the check mark system on X, most brands still want to get one. What motivates their decisions?
Increased Reach
X uses a unique kind of algorithm that prioritizes accounts holding one of the check marks. Do we know the details? No. Does this system work? Yes.
Brands with a gold tick get priority in search results. Whether it’s useful is debatable, as people rarely do random X searches. Still, it can increase customers’ attention, which is already good enough for multiple companies and businesses.
Additionally, brands get more visibility when replying to other tweets, and spam detection systems pay less strict attention to them. StoryBox, a social media software company, agrees all of this helps strengthen the reach of a business, exposing more potential clients to its X account.
Enhanced Trust
A verified X check mark instantly marks the brand as legitimate. If users see two accounts with the same name, will they choose a plain one or the one with a golden tick next to it? The answer is obvious — most people will go for the mark.
Business owners can monitor how customers are responding to their brand through a TweetReach tool. The difference between marked and unmarked brands is stark: more users interact with accounts that have worked on getting their golden tick. The mere sight of it inspires trust and stimulates engagement.
Protection Against Impersonation
While there are more types of check marks on X now, their meaning remains the same as it was initially, when Twitter just began to function. Having a golden tick as a brand means that you’re protected from fraudsters or impersonators who hope to get their hands on a part of your business by misleading your customers. If you’re looking to come up with a business name that conveys trust and protection like the golden tick, consider names that emphasize authenticity and security.
It’s the only real account distinction you can receive because anyone can steal your name, logo, and even product info.
Does Your Brand Need the X Check Mark?
You know why many brands prefer to apply significant effort to get their gold X check mark. But should you follow the same trend? To understand the answer to this question, you must analyze the pros and cons of claiming the X tick from the perspective of your brand.
Pros and Cons of Getting the X Check Mark
Pros
- Instant brand credibility. If you have clients seeking you out, the moment they see the golden check mark next to your brand account’s name, they’ll immediately conclude that it was verified by X, which makes it trustworthy;
- Access to premium tools. X offers different unique tools for brands with a checkmark, such as the chance to make longer posts, edit Tweets, and get advanced analytics;
- Protection against fakes. Paying for a golden checkmark is your best protection against scammers and fakers eager to steal your brand’s identity;
- Better algorithmic visibility. Brands with an X tick enjoy better visibility and get a priority in mention alerts sent out to users.
Cons
- Monthly fees. Basic access, which includes a gold tick, costs $200 per month, while Full access with premium features is worth $1000;
- Shaken X credibility. Love it or hate it, X is no longer the same Twitter we used to know, so in the eyes of many users, the endless blue, gold, and gray checkmarks no longer mean anything;
- Overly performative. There is a trend of X users scoffing at brands and other accounts with checkmarks, as they consider them a paid feature meant as an artificial reputation boost;
- No actual engagement guarantee. Contrary to what many individuals believe, getting a check mark from X doesn’t mean that this platform endorses your brand, so you might not get an increased number of customers.
Think about which of these benefits and drawbacks apply to your brand first and foremost.
Identifying Your Brand Needs
As James Gunn, the co-head of DC Studios, said about X, “I see less true things here every day.” The spread of misinformation across social media is indeed severe, and with the standard blue checkmarks being devalued, many people question the need for similar symbols of distinction.
Ultimately, everything depends on your brand and its unique needs. Here are the questions you need to answer.
Would your brand qualify for Twitter’s traditional blue check mark?
Be honest with yourself about this. If the rules were still the same as five years ago, would your brand get a blue check mark from Twitter?
If you have a solid brand with an established base of customers, and many of them will easily recognize you from your logo alone, then the answer is yes. Serious recognition means that paying for a gold sign of distinction is worth it, as your clients will appreciate being able to tell you apart from impostors who arrive when the brand’s popularity takes off.
On the other hand, if you’re a small brand that few people know, getting an X checkmark might only repel your customers. They might think you’re a show-off desperate for cheap popularity, one who is willing to pay for a meaningless tick they would have never gotten honestly before.
Do you have or plan to have a solid X presence?
How vital is X for your brand’s needs, and do you plan to work on boosting your visibility there? If you have to look for creative Tweet ideas online because you don’t know what posts to make on X, it might be better to wait until you get more experience. However, if you’re brimming with brand-related creativity and can’t wait to share it with your subscribers, investing in a check mark is a good solution.
In other words, if your customer service team is available through X, you interact with your X audience, market your products there, and make Tweets all the time, then yes, a checkmark will be a cherry on top of your established presence. If you just make occasional posts and are more focused on other platforms or your own website, then there is no need to get a distinction.
Are you interested in X’s premium features?
As you already know, X offers various premium features for its golden-ticked customers. Learn more about them, and once you do, you’ll see if any of them can benefit you.
For example, some brands need to make longer, more comprehensive Tweets. If this is important for your marketing approach, paying for X’s gold sign might be just what you need.
Do you have an established budget for social media?
Consider your budget possibilities carefully. Sure, the golden check mark from X isn’t overly expensive, but $200 a month can be a lot anyway, especially for startups.
As a tip, if you really need the tick but can’t afford it continuously, you can save up by purchasing an annual subscription. It will cost you $2000, letting you save $400. You can also check the 10 best tools for X in 2025 to see if there are any other suggestions that will help you maximize your investment in a check mark.
How to Apply for X Check Mark
Getting verified on X is no longer overly complicated. On the one hand, it takes away from the aura of exclusivity, but on the other hand, you can get your golden check mark with no complications.
| Step | Action | Checkmark Type | Details |
|---|---|---|---|
| 1. | Complete your X profile. | All types | There is no point in getting a check mark if your account is blank, so add the name of your brand, profile photo, a header image, etc. |
| 2. | Verify your phone number and email. | All types | Go to X settings and choose Your account; then move to Account information to verify all the details. |
| 3. | Subscribe to X Premium or apply to the X Verified Organizations community. | Blue and gold, respectively | To get a gold check mark as a brand, you need to go here and opt for Verified Organizations. |
| 4. | Upload brand-related credentials, such as documentation and certificates. | Gold and gray | Follow verification instructions by presenting your brand’s documentation, tax ID, website domain, etc. |
| 5. | Wait until the verification is complete. | Gold and gray | Your request will be reviewed manually, so wait until you get your checkmark. |
| 6. | Maintain your account properly. | All types | Once everything is complete, be sure to follow all X rules — otherwise, you might lose your check mark altogether. |
That’s it: once you cover these steps, you’ll be ready to go. Check an even more detailed guide to X verification if you still have questions.
Your Personal X Checkmark: To Get or Not to Get
Whatever intense debates surround X and its current owner, some things remain unchanged. Yes, the world-famous Twitter check mark is not what it used to be, but its value is still holding strong. People continue to feel an instinctive surge of trust whenever they see the “official” tick next to the brand account’s name.
The system is multi-colored now, and some users might fail to understand the new checkmark meanings, but the majority are adapting. A gold mark is a sign that you operate a real, verified business, and for many people who were used to the past version of Twitter, it’s also a mark of popularity.
Consider your needs and capabilities. If X is a platform where you market your products and work hard on attracting subscribers, paying for a check mark might be a great idea as long as your budget allows it. If you want this tick just because it looks cool while your brand is small, inactive on X, and barely recognizable, the drawbacks might exceed the benefits. Integrating a PIM system can help you better manage your product information and decide if investing in such features aligns with your overall strategy.
Weigh all the pros and cons. Be honest with yourself, and stick to the approach that suits your brand most.
