The decision made many of Twitter’s high-profile users to lose the blue check marks that helped verify their identity and distinguish them from impostors on the Elon Musk-owned social media platform.

After several false starts, Twitter began making good on its promise Thursday to remove the blue checks from accounts that don’t pay a monthly fee to keep them. Twitter had about 300,000 verified users under the original blue-check system — many of them journalists, athletes and public figures. The checks began disappearing from these users’ profiles late morning Pacific Time.

High-profile users who lost their blue checks Thursday included Beyonce, Pope Francis and former President Donald Trump.

The costs of keeping the marks range from $8 a month for individual web users to a starting price of $1,000 monthly to verify an organization, plus $50 monthly for each affiliate or employee account. Twitter does not verify the individual accounts to ensure they are who they say they are, as was the case with the previous blue check doled out during the platform’s pre-Musk administration.