When enabled, the tab for likes is supposed to disappear completely from an X Premium user’s profile. The new feature can be turned on when you change your preferences through the early access period.
keep spicy likes private by hiding your likes tab 👀🌶️
available to Premium subscribers
Premium > preferences > early access pic.twitter.com/52eJ6r2feG
— X (@X) September 14, 2023
This move is the appeal is making to paying patrons. It's a continuation of X’s galvanized effort to appeal to more subscribers, especially considering the company’s US advertising revenue is down 60 percent, and also a way for premium subscribers to hide the fact that they are liking hateful or otherwise questionable tweets. You can subscribe as a premium member for as little as , which will also grant you early access to new features, and of course the verified blue check mark.
We may see more public figures and officials take up X on their premium offering after this announcement. Historically, we have seen PR crises ensue for politicians like Ted Cruz, who forgot his likes were public when in 2017, that left the internet howling.