Meta Rolls Out £3.99 Ad-Free Subscription Option for Instagram and Facebook in the UK

Meta, the parent company of Instagram and Facebook, has begun notifying UK users over 18 about a new subscription model that allows them to pay a monthly fee to remove personalised ads from the platforms. The subscription costs £3.99 per month for users on the mobile apps (iOS or Android) and £2.99 per month for web access, with the higher mobile price attributed to fees charged by Apple and Google. Additional linked accounts incur £3 per month on apps or £2 on web. The notifications appear when users log in or open the app, initially dismissible but eventually requiring a choice to proceed. If users decline the subscription, they continue using the platforms for free but will see personalised ads, though they can still adjust ad preferences in settings. Meta does not sell personal data to advertisers but uses it for targeted advertising. This ‘consent or pay’ approach follows guidance from the UK’s Information Commissioner’s Office (ICO) on ad-free subscription options, aiming to provide users with a clear choice regarding data use for personalised ads while maintaining free access supported by advertising. The model responds to privacy concerns and regulatory pressures, similar to implementations in the EU, and seeks to balance user choice, platform revenue, and compliance with data protection standards. Users who opt for the paid version enjoy an ad-free experience across linked Facebook and Instagram accounts.