Users of these Meta-owned platforms can opt to pay €9.99 (£8.72) per month to remove advertisements from their experience, with the exception of the UK.
Earlier this year, Meta was fined €390 million for violating EU data rules related to advertising. The regulatory authority had stated that the company could not compel users to accept data usage terms or exit the platforms.
Starting in November, this subscription tier will be available exclusively to users in the EU, the European Economic Area, and Switzerland. Initially, it will only be accessible to users over the age of 18, while the company explores ways to serve ads to young people in the EU that comply with regulations.
Meta clarified that the introduction of this subscription service is aimed at addressing EU concerns rather than generating revenue. 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.” They emphasized that offering a no-ads subscription option aligns with European regulations, provides users with choice, and allows Meta to continue serving everyone in the designated regions.
Users will have the choice to continue using the platforms for free, with their data collected for targeted advertising, or to pay and completely opt out of such ads.
Notably, users opting to pay through iOS or Android will incur an additional €3 monthly fee to cover platform-related charges. However, this surcharge can be avoided by subscribing through the Facebook and Instagram websites instead of the mobile apps.
Additionally, starting from March 2024, users with multiple accounts on the platforms, such as both personal and business accounts, will be required to pay an increased fee for each additional account.
This development follows Elon Musk’s X (formerly Twitter) introducing an ad-free Premium+ service priced at £16 per month. X also offers a more affordable subscription tier with ads that includes the option to edit posts and the standard premium tier with additional benefits like a verified blue checkmark.
TikTok has been testing a monthly subscription to remove ads priced at $4.99, though there is no indication yet whether this feature will be rolled out globally.
