In a strategic move, X, the social network now owned by Elon Musk and formerly known as Twitter, has transitioned its renowned TweetDeck into a subscriber-only offering named X Pro. This significant shift has generated notable discussions within the digital realm.
Observant users on the platform recently reported encountering a pop-up message while trying to access TweetDeck, urging them to consider purchasing a Blue subscription. This development, though anticipated, is noteworthy, as it aligns with the social network’s prior announcement made on July 3. At the time, the company declared its intention to limit TweetDeck access to verified users within 30 days, a timeframe that echoed many of Musk’s ambitious deadlines. However, the implementation of this new policy experienced a slight delay, which is not uncommon in the world of technology rollouts.
TweetDeck has long served as a crucial tool for various entities, including newsrooms, journalists, researchers, and social media consultants. Renowned for its ability to track multiple lists and trends on Twitter (now X), TweetDeck was originally acquired by Twitter in a substantial $40 million deal in 2011. The decision to shift TweetDeck into a subscriber-only model now presents these users with the decision to embrace the new subscription or seek alternative solutions.
Over the years, TweetDeck seemed to have been somewhat overlooked by the previous management of the social network. Although a new version was tested in 2021, it failed to reach a broader audience. Further demonstrating the shift in focus, the Mac client of TweetDeck was discontinued by the company in June 2022.
Under the leadership of Elon Musk, X has been diligently working to make its subscription offering a compelling proposition for users. Beyond the prominent verification badge, which can now be optionally hidden, the social network has introduced a slew of features to attract subscribers. These include the ability to post longer texts and videos, a reduction in ad frequency, access to encryption in direct messages, and even the potential to share in ad revenue.
This evolution of TweetDeck into X Pro is another indication of the changing landscape within the social media realm and the increasing emphasis on premium subscription models as a means of revenue generation and user engagement. As X continues to evolve under Musk’s influence, it remains to be seen how this latest move will impact the platform’s dynamics and its users’ experience.