Meta Platforms is preparing to launch ad-free subscription options for Facebook and Instagram users in the United Kingdom in the coming weeks. This move will provide users with a choice: either pay a monthly fee to use the platforms without advertisements or continue using the services for free with personalized ads.
Subscription Details
The ad-free subscription will cost £2.99 per month for web users and £3.99 per month for those using iOS and Android. The higher cost for mobile users is due to fees charged by Apple and Google through their respective app stores. For users with multiple accounts linked in Meta's Accounts Center, a reduced additional fee of £2 per month on the web or £3 per month on iOS and Android will be applied for each additional account. Meta will notify UK users over the age of 18 about the option to subscribe. The notification will be dismissible initially, giving users time to consider their options.
Motivations and Regulatory Context
This decision arrives in response to guidance from the UK's Information Commissioner's Office (ICO). The ICO has raised concerns regarding the handling of personal information for advertising purposes. Meta's ad-free tier aims to provide users with greater control over their online experience, while also allowing the company to maintain its ad-funded free service. Meta has praised the UK's "pro-growth and pro-innovation regulatory environment". In 2024, Meta's advertising technologies supported £65 billion in economic activity and over 357,000 jobs across the UK.
Impact on Users and Advertisers
Users who subscribe will not see ads, and their personal data will not be used for advertising. Those who choose to continue using the free service will still see personalized ads and have access to ad preference controls. Meta's move could potentially shrink ad reach and require advertisers to adjust their targeting and budget strategies. Meta's UK no-ads subscription creates two distinct audiences – one still reachable through personalized ads, and another opting out entirely.
Comparison with the European Union
Meta has already introduced a similar subscription model in the European Union. However, unlike in the EU, UK users will not have the option to opt out of personalized ads and see "less personalized" adverts. Meta has criticized EU regulators for imposing stricter limits on personalization. In Europe, Meta has faced pushback against its ad-free subscription plan, with some suggesting that the option undermines the focus of the GDPR and its protections against "data capitalism".
Potential Benefits for Businesses
Meta also offers subscription services (Meta Verified) for business owners on Facebook, Instagram, and WhatsApp. These subscriptions can range from $14.99 to $500 per month and offer benefits such as no ads, impersonation protection, and direct account support. Meta Verified helps businesses build trust with new customers by offering features such as a verified badge, impersonation protection, and direct customer support. Meta subscription allows businesses to include external links in their Instagram and Facebook reels, which can result in more traffic to their website.
