According to The Verge, Elon Musk has been discussing putting a paywall on the entire Twitter as his signature project, Twitter Blue, prepares to launch following a tumultuous week at Twitter.
Recent meetings between Musk and his adviser David Sacks, a venture capitalist, have discussed charging most or all of its users for subscriptions. A source told The Verge that a user could be able to access Twitter for a limited amount of time each month, but then be required to subscribe to keep scrolling.
The Verge reported that Musk is unclear on how serious he is about the paywall, but his plan to relaunch Twitter Blue subscription, which would give anyone a verification badge, began rolling out over the weekend.
According to The Verge, the company released a new version of the app on Saturday that noted the Blue subscription would be available. However, the new subscription did not launch, instead subscribers were able to access the current version of Blue. Due to backlash regarding the potential impact an influx of verified accounts may have during the U.S. midterm election cycle, the launch has been postponed.
There are only approximately 100,000 active subscribers for the existing version of the company’s Blue version, so it is unclear how the company will be able to sell the subscription to users since the new version is 37.5% more expensive. According to The Verge, Twitter employees suggested to Musk and Sacks that business accounts should pay for additional features to offset estimated costs, but their suggestions were dismissed in favor of prioritizing widespread verification.
Twitter is also estimated to lose approximately $6 in ad revenue per user if the new Blue reduces the amount of ad load on the app by half, a feature Musk recently added to the app, according to The Verge. Twitter would likely lose money from the new Blue combined with Apple and Google’s share of the $8 monthly subscription.