“I just killed it,” Musk tweeted in response to a YouTuber noting the feature’s disappearance shortly after it was rolled out.
The new feature introduced briefly Wednesday morning implemented a new tag on select accounts. It was known as the “official” label, according to Esther Crawford, Twitter’s director of product management, and was meant to act like the old Twitter verification service, confirming that an account was what it purported to be.
“Please note that Twitter will do many dumb things in coming months,” Musk said in a subsequent tweet. “We will keep what works & change what doesn’t.”
The Official label was different from Twitter Blue, Twitter’s premium service. It would have been provided to all government accounts, commercial companies, business partners, and other public figures, verifying the users as who they claim to be, according to Crawford.
The new Twitter Blue, in contrast, would not confirm the user’s identity and would instead merely offer an opt-in subscription that attaches a blue check mark and other special features.
The quick reversal reflects the growing tension after Musk’s takeover. The billionaire finalized his acquisition of the company on Oct. 26 and has made several product decisions since. Most notably, Musk pushed for an updated version of Twitter Blue that would cost $8. Musk has not released the updated version of Twitter Blue as of Wednesday.
Musk laid off 50% of the staff to save money, only to rehire some after realizing they were still necessary for critical systems. Musk also banned impersonation on Twitter after several celebrities pretended to be him, and reportedly considered placing the entire website behind a paywall.