Business Verification vs Identity Verification on Meta
Meta runs two different checks that people constantly confuse — business verification and identity verification. Here is which is which, what each one unlocks, and when you will run into each.
When Meta asks you to "get verified", it could mean one of two completely different things. Business verification confirms that a real, legal business is behind your Business Portfolio, using documents about the company. Identity verification confirms that a real person is who they say they are, using a government-issued ID. They use different documents, apply in different situations, and unlock different things — and mixing them up sends people down the wrong path.
Business verification — proving a real business
Business verification is about the company. You submit it from your Business Portfolio's security or business-info settings in Meta Business Suite, and Meta checks details about the legal entity — typically the registered business name, address, phone number, and a document such as a business registration or utility bill — sometimes cross-referenced against a public record.
It exists to gate features that Meta only wants real, accountable businesses using: certain advanced advertising capabilities, access to some WhatsApp Business Platform features, and parts of the developer platform that handle sensitive data. If a feature is "locked until your business is verified", this is the check it means.
Identity verification — proving a person
Identity verification is about an individual. It asks a specific person to confirm who they are, usually by uploading a photo of a government-issued ID (passport, driver's licence, national ID) and sometimes a selfie or video. It is tied to a personal account, not to a business entity.
You meet it in different moments: recovering a hacked or locked account, lifting certain restrictions, confirming the person behind ads about social issues or politics, or responding when Meta flags suspicious activity. It is a security and trust check on a human, not a license to use business features.
Which one are you being asked for?
Match what Meta is showing you to the check it actually is — they are not interchangeable.
| What you’re seeing | Likely cause | What it usually means |
|---|---|---|
| A feature is greyed out until "your business is verified". | Business verification. | Meta wants documents about your company before unlocking the feature — handled in your Business Portfolio settings. |
| You are asked to upload a government ID to get back into a locked account. | Identity verification. | Meta is confirming you are the real person behind the account, as part of recovery — not a check on your business. |
| You want to run ads about elections or social issues. | Identity verification (plus an authorisation step). | These ads require confirming the individual advertiser's identity and location, separate from any business check. |
| You are setting up WhatsApp Business Platform or sensitive developer access. | Business verification. | These gates depend on confirming the legal business, not an individual's ID. |
A business can need both at different times — a verified business with an individual still needing to verify their identity during recovery is entirely normal.
Common questions
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