San Francisco, CA – Twitter, now renamed X, has launched a new feature exclusively for paying Premium subscribers – the ability to hide their Likes tab from public view.
The social media platform announced the addition on Thursday, touting it as a way “to keep spicy likes private.” When enabled, a user’s Likes tab, where all their liked tweets are viewable, will completely disappear from their public profile.
X owner Elon Musk also commented on the new option, recommending users keep Likes public and use Bookmarks more privately. “You can now hide your likes, but I recommend keeping them open and just using bookmarks for interesting posts,” he tweeted.
Also read: X Changes Like Button from Heart to X Icon – What to Know
Reactions were mixed amongst X users so far. Some welcomed the feature as a way to like posts more freely without judgment. However, others argue displaying Likes fosters authenticity, and hiding them could have the opposite effect of decreasing engagement.
The hide Likes feature represents X’s continuing efforts to boost its $8 per month Premium subscription that offers enhanced profile customization and content filtering options. However, some critics question whether the incremental upgrades merit the monthly fee.
Since acquiring Twitter for $44 billion in October 2022 and renaming it X, CEO Musk has rushed to implement subscription monetization features and controversial free speech policies. It remains to be seen whether features like hidden Likes will ultimately benefit user experience and retention or further fragment X’s social landscape.
Nonetheless, the option grants more control over public-facing profiles to paying users willing to spend for privacy. The impact on engagement, transparency, and X’s bottom line will become clearer as the new feature rolls out.
