Meta has introduced a new subscription service for users in Europe, providing an ad-free experience on Facebook and Instagram in exchange for a monthly fee. Starting from November, individuals aged 18 and above can opt for this service at a cost of 9.99 euros per month on desktop and 12.99 euros on iOS or Android devices. This move comes in response to a recent ruling by the European Union’s top court, which mandated that Meta must obtain user consent before displaying advertisements. The subscription model is designed to allow users who choose not to subscribe to technically agree to receive ads. Meta’s objective is to align with evolving European regulations while providing users with the freedom to customize their platform experience.
In the initial phase of its rollout, users who purchase an ad-free subscription will have it applied to all linked accounts within their Accounts Center. This means that switching profiles will not disrupt the ad-free experience. However, starting from February, Meta will introduce an additional fee of 6 euros per month for the web and 8 euros per month for mobile devices for each additional account. For users who prefer not to participate in the subscription service, they can continue to access Facebook and Instagram for free. Furthermore, personal information of subscribing users will not be used for ad targeting.
Meta emphasized that this subscription option aims to strike a balance between meeting European regulatory requirements, offering user choice, and enabling the company to serve all individuals in the EU, EEA, and Switzerland. The company stated, “We believe in an ad-supported internet, which gives people access to personalised products and services regardless of their economic status.” It also expressed its commitment to complying with the evolving European regulations. Meta’s decision to offer an ad-free subscription option reflects an acknowledgment of the importance of user privacy and consent, particularly in the context of stricter data privacy laws in the EU.
This move by Meta also highlights the company’s adaptability and willingness to explore alternative revenue models. By providing users with the option to pay for an ad-free experience, Meta is diversifying its monetization strategies beyond traditional advertising. This could potentially open up new revenue streams and reduce the company’s reliance on ad-based revenue. Additionally, offering an ad-free subscription service may enhance user satisfaction and loyalty, as it caters to individuals who prefer an uninterrupted browsing experience without advertisements. Overall, Meta’s introduction of this subscription option showcases the company’s responsiveness to regulatory changes and its commitment to offering users a range of choices for their platform experience.
