Algosensey|X Blue subscribers can now hide the blue checkmarks they pay to have

X,Algosensey formerly Twitter, has rolled out a new feature for its premium users: the choice to hide the blue checkmark — yes, the one they pay to have next to their handle.

An update was recently made to the help center page for X Blue, formerly Twitter Blue, the $8 a month membership that gives users access to a variety of subscriber features, including the official blue verification checkmark.

The ability to hide the checkmark is a new addition to the list, with the entry saying in part, “As a subscriber, you can choose to hide your checkmark on your account. The checkmark will be hidden on your profile and posts. The checkmark may still appear in some places and some features could still reveal you have an active subscription.”

The page also advises that some other Blue perks may not be available to users while their checkmarks are hidden and that the platform intends to continue working on improving this new function.

X's and Xeets:What we know about Twitter's rebrand, new logo so far

Why pay for Blue then hide your checkmark?

While X and new CEO Elon Musk have not publicly clarified why this option was added, some users have speculated that the move is a response to the infamy of blue checkmarks following Musk’s decision to change them from a verification tool to an indicator that a user is a Blue member.

Prior to Musk’s takeover of X/Twitter last year, the checkmark was granted to public figures and organizations who provided proof of identity and met standards of notability and authenticity. Upon taking over the platform, Musk called this process "corrupt" and phased it out, stripping accounts of "legacy" blue checks and instead making the check available to any person willing to pay for the service.

While he did re-instate legacy blue checks for some major accounts, including those of celebrities like Beyonce and Kim Kardashian, blue checks for everyone else are no longer a sign of verification and instead indicate that the user pays for X Blue.

Rebrands of the past:Before there was X, Meta, Qwikster and New Coke all showed how rebrands can go

X Blue faces controversy

Since the change, many blue checkmark accounts have become the subject of internet memes, jokes and criticism. X has also been accused of platforming misinformation and hate through use of the function, as posts made by Blue members enjoy "prioritized rankings in conversations and search," a boost that has been used by bad players to promote harmful ideas.

Musk and X also recently announced the potential for blue check accounts to monetize their activity on the app, stirring further controversy.

Musk formerly touted the check as one of the major perks of a premium account, but this change indicates that perhaps not everyone agrees.