The gray verification badge on Facebook was introduced in 2015. Businesses or organizations with the gray badge (a gray circle with a check mark) were able to request a badge for their Pages. The gray check next to the business name means that the business or organization was confirmed as authentic by Facebook.
Requesting a badge required verification steps completed with Facebook, and upon review the checkmark was added to the Business Page Account, directly next to the Page name.
Beginning October 28, Facebook will begin phasing out the gray verification badges from Pages.
“Based on feedback, we’re removing the gray badge and focusing on other ways for businesses to show their authenticity on Facebook,” said a Facebook spokesperson, as reported by Marketingland.
Why Its Being Removed
The badge has caused some confusion. According to Facebook, the decision to remove the badges was based on feedback from Facebook users who were not clear about what the gray badge meant or represented.
Businesses began to see notifications warning the “Gray Badges Will Be Removed October 30” at the top of their Facebook pages.
Note that blue verification badges, provided to Pages or profiles of public figures, media companies, or brands will remain.
Why This Matters
The gray verified pages on Facebook offered small businesses a great way to prove legitimacy and show the Page was authentic and being run by the business.
Without the gray verification, Pages will need to prove their Page’s legitimacy and authenticity by other means.
Prove Business Authenticity in the Future
To prove Page authenticity going forward, Facebook recommends Page Admins make sure their Page profile is complete with up-to-date information, a profile picture and correct contact information. It also encourages Page owners post regularly since an active Page shows the company is still in business.
The Page warning does include a suggestion on proving authenticity, “In the meantime, make sure BUSINESS NAME is following best practices for Page visibility and engagement.”