Meta launches Seller app to professionalize Facebook Marketplace, adds free user verification

A standalone shopfront for frequent sellers

Meta launched the Seller app on July 24 for iOS and Android in the United States, available to users 18 and older. It is a separate application for people who sell regularly on Facebook Marketplace, a platform that turns ten this year and has grown to 1.1 billion monthly active users. Each month, 430 million items are listed globally, according to Meta. The new app syncs with a seller's existing Marketplace account, carrying over listings, messages, and selling history, so no restart is needed. Any listing created in Seller appears on Marketplace, but the app lets sellers manage their whole operation without opening Facebook. The shift marks a departure from the casual, community billboard feel of early Marketplace, drawing comparisons to the professionalisation paths of eBay and Etsy.

This is just the start -- we'll continue to evolve the app based on feedback from our seller community.

AI-powered tools for listing and managing inventory

Seller integrates Meta AI to automate parts of the listing process. After a seller uploads product photos, the system can fill in fields such as title, description, price suggestion, and category. A bulk listing feature supports creating multiple listings at once. The app's home section highlights actions that need attention: items to ship, unread messages, and listings that might need a price update. For performance monitoring, Seller provides insights like views, clicks, message threads, and sold listings. A unified inbox organises all buyer messages in one place, threaded by item, so sellers can follow every conversation tied to a specific product.

Facebook Verified introduces free identity checks

In parallel, Facebook is rolling out Facebook Verified, a free selfie-based verification system. Users can take a photo to confirm their identity, after which a check mark inside a white circle appears on their profile across Facebook Dating, Marketplace, and Groups. The mark stands apart from the blue badge available through the paid Meta Verified subscription. By making verification free, Facebook hopes to increase trust and reduce scam accounts in peer-to-peer interactions, the company indicated.

Full-screen video experiment

Meta also disclosed that it is testing an optional, immersive full-screen video view that launches immediately when the Facebook app is opened. The feature will debut in markets with high video consumption, with a U.S. launch set for next year. Users can disable the video layout and return to the traditional feed. The test is similar to one Instagram has run in several countries and is meant to keep the platform competitive for video-first audiences.

A growing family of niche apps

The Seller app continues Meta's recent pattern of releasing standalone applications aimed at specific user segments. In May, the company introduced Forum, a Reddit-style app for Facebook Groups. This month, it launched Pocket, a vibe coding tool. Meta also confirmed plans to add further AI features to Seller, such as auto-generating item descriptions and searching within Groups to answer buyer questions. A web version of Seller is being tested for desktop users.