Facebook and Instagram are set to introduce a new subscription tier in most European countries, offering users an ad-free experience on the platforms. The subscription, priced at €9.99 per month, will be exclusive to users in the European Union (EU), European Economic Area (EEA), and Switzerland starting from November. However, the option will not be available in the United Kingdom.
This move comes in response to EU regulators’ concerns about data privacy and advertising practices. Earlier this year, Meta, the parent company of Facebook and Instagram, was fined €390 million for violating EU data rules related to ads. The regulators stated that the company couldn’t compel users to accept how their data is utilized or leave the platforms.
The new subscription tier will initially only be accessible to users aged 18 and above, as the company explores ways to comply with EU regulations while still serving ads to younger users. Meta has emphasized that the introduction of the subscription is intended to address EU concerns rather than being primarily motivated by profit.
- How to view unsent messages on Facebook
- How to turn off ‘Active Now’ green dot status on Facebook
- How to check if someone else is using your Facebook account
In a blog post, the company stated, “We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status.” Users will have the choice to continue using the platforms for free, which involves data collection, or to pay for the subscription and opt out of targeted ads entirely.
However, it’s worth noting that users opting for the subscription may incur additional fees. If the subscription is paid for on iOS or Android platforms, an extra €3 per month will be charged to cover the fees imposed by these platforms. To avoid this additional charge, users can pay for the subscription via the Facebook and Instagram websites instead of the mobile apps.
Furthermore, starting from March 2024, users will have to pay more for each additional account they have on the platforms, such as having separate business and personal accounts.
This ad-free tier of Facebook and Instagram follows in the footsteps of Elon Musk’s X (formerly Twitter), which recently introduced a premium subscription service, as well as TikTok, which has been testing a monthly subscription to remove ads. Musk’s Premium+ service is priced at £16 per month and offers an ad-free experience, while TikTok’s ad-free subscription is priced at $4.99, although its global rollout is yet to be confirmed.