For a long time, being verified on Instagram was reserved for identifying celebrities from their impersonators and brands from their foreign counterparts.
But now that a new wave of famous (we're looking at you, YouTubers and bloggers) has emerged, the desire for the little blue tick on social media is becoming more and more apparent.
So much so, that Mashable report influencers are actually buying verification on an 'Instagram black market', which connects users with someone at Instagram willing to sell them the mark.
Gaining verification seemingly gives influencers an elevated status over their competitors, as it confirms their Instagram popularity and in turn means brands are more likely to pay them to promote their products through #spon posts.
But as you can imagine, that elevated status comes at a cost.
"It all comes down to money and who you know," one middleman told Mashable. "It's sad, but it's kind of how life is, you know? I've sold verifications anywhere from $1,500 to $7,000 [£5,305]."
The same 'middleman' explained that the process works because his friend is an Instagram staff member, and so when a user contacts him seeking a blue tick, the staff member will submit the verification application form for money.
This doesn't necessarily guarantee the account a blue tick, but it at least puts them forward for consideration - something that some of these influencers might not achieve without paying for it.
Is the pursuit of the blue tick really worth it?
Cosmopolitan UK have reached out to Instagram for comment.
