Meta Offers Facebook and Instagram Users a Choice: Pay or View Ads

Meta is introducing a new ad-free subscription option for Facebook and Instagram users in the United Kingdom. Starting soon, users above 18 will have the choice to pay a monthly fee to stop seeing personalized ads or continue using the platforms for free with ads. The subscription begins at £2.99 for web users and £3.99 on mobile devices, giving users more control over their online experience.

Ad-Free Experience Comes at a Cost

Meta announced that UK users will soon be able to remove personalized ads from their feeds for a monthly fee. The subscription prices are:

• Web: £2.99 (~Rs 354) per month

• Android/iOS: £3.99 (~Rs 472) per month

The slightly higher cost on mobile platforms is due to fees charged by Google and Apple for app subscriptions.

Meta emphasized that the subscription is optional. Users who wish to continue using Facebook and Instagram with ads can simply dismiss the notification without subscribing.

Subscription Applies Across All Accounts

If a user has multiple Facebook and Instagram accounts, a single subscription does not cover all of them. Meta clarified that:

• Each additional account will incur a reduced fee.

• Web additional accounts: £2 (~Rs 236)

• Mobile additional accounts: £3 (~Rs 354)

For example, a user with 5 accounts across both platforms may pay up to £15.99 (~Rs 1,900) per month to enjoy a fully ad-free experience.

Privacy Benefits of the Subscription

Meta has confirmed that subscribers’ data will not be used for personalized ads. This means:

• No targeted advertising based on browsing history or app activity.

• Greater control over personal data while using Facebook and Instagram.

Despite these benefits, users can still choose to continue using the free ad-supported version if they prefer not to pay.

Learning from EU Experience

In 2023, Meta launched a similar subscription model in the European Union. However, the company had to withdraw it after EU regulators ruled it violated the Digital Markets Act (DMA). The EU had mandated that there must be a free option with limited data use, which was not initially included in Meta’s plan.

Regulatory Compliance in the UK

Meta has stated that it is taking a different approach in the UK, working closely with the Information Commissioner’s Office (ICO) to ensure compliance with local regulations.

• The UK plan aligns with recent guidance on user choice regarding data usage for personalized advertising.

• Meta aims to offer transparency and flexibility to users, avoiding previous regulatory pitfalls experienced in the EU.

How This Affects Users

This subscription model allows users to:

• Remove personalized ads for a monthly fee.

• Maintain multiple accounts with reduced additional fees.

• Exercise greater control over personal data while browsing social media.

At the same time, Meta continues to offer the traditional free, ad-supported version for those who do not wish to pay.

Conclusion

Meta’s new UK initiative provides users with a choice between subscription or ads on Facebook and Instagram, empowering them to take control of their online experience. The plan balances user privacy with revenue needs while avoiding regulatory challenges by working with the ICO. As digital privacy concerns grow, this model may set a precedent for flexible social media monetization globally.