Facebook and Instagram are launching a premium ad-free subscription option across most of Europe, offering users an ad-free experience for €9.99 per month. Please note that this service will not be available in the UK.

This initiative follows a recent fine of €390 million imposed on Meta for violating EU data rules related to advertising. The regulatory action was taken in response to Meta’s previous practice of coercing users into consenting to data usage or leaving the platforms.

Starting from November, this subscription tier will be accessible to individuals residing in the European Union, the European Economic Area, and Switzerland. Initially, it will be limited to users aged 18 and above, as the company explores compliant ways to serve ads to younger audiences.

Meta emphasizes that this subscription offering is designed to address the concerns of European regulators rather than purely for profit. The company remains committed to maintaining an ad-supported internet, ensuring access to personalized products and services, irrespective of users’ economic status.

Users will have a choice: continue using the platforms for free while permitting data collection, or opt for the ad-free experience by paying the subscription fee. Please note that there may be additional charges, namely €3 per month, when subscribing through iOS or Android due to platform-specific fees.

To avoid this extra cost, users can opt to subscribe through the Facebook and Instagram websites rather than the mobile apps.

Furthermore, beginning in March 2024, users will be required to pay for each additional account they hold on these platforms. This change applies to individuals with both business and personal accounts.

In related news, Elon Musk’s X (formerly Twitter) has introduced a premium ad-free service, called Premium+, priced at £16 per month. This platform also offers a more affordable subscription tier with ads, alongside a standard premium tier that includes features like a blue checkmark and other benefits.

Additionally, TikTok is testing a monthly subscription to remove ads, which is priced at $4.99, but there is no confirmation of a global rollout at this time

Last Updated: 31 October 2023