Facebook And Instagram Get An Ad-Free Subscription For EUR 12.99 A Month

To comply with European regulations and concerns about data collection and ad targeting, Meta has released an ad-free subscription on an opt-in basis. Like Meta Verified, the ad-free subscription will cost them a monthly fee. However, unlike the verification service, the ad-free experience is available in select regions only. Here’s everything you should know about Meta’s ad-free subscription.

How Does The Meta Ad-Free Subscription Work?

Per an official news post, Meta has introduced a new subscription option in the European Union, European Economic Area, and Switzerland. Starting in November, Meta will offer people who reside in these areas to use social media platforms like Facebook and Instagram for free with ads or subscribe to stop seeing ads. When users opt for the subscription plan, they won’t see any ads on the social media services.

How Much Does The Subscription Cost?

Depending on where a user is, the ad-free subscription for Facebook and Instagram will cost EUR 9.99 per month on the web and EUR 12.99 per month on mobile (iOS and Android). Regardless of the platform they purchase this subscription on, the ad-free status will apply to all Facebook and Instagram accounts linked in the users’ Account Center.

Adding Additional Accounts Will Be Chargable From March 2024

The fees, apart from providing an ad-free experience, also include the platform fees charged by Apple and Google on the App Store and Play Store, respectively. Post March 1, 2024, Meta will charge an additional fee of EUR 6 per month for the web and EUR 8 per month for Instagram on iOS and Android for each additional account users want to link to their Account Center.

Why Does The Ad-Free Subscription Matter?

Like other social platforms and search engines, Facebook and Instagram use certain tools to identify users’ interest for showing them related content and, subsequently, ads. However, to achieve this, the platforms obtain certain information. The ad-free experience allows users to not share such information with the platforms in exchange for a fee, which should be equivalent to what the company would have earned by showing them personalized ads.

Meta Supports Ad-Supported Services

Meta says it believes in ad-supported internet as a proven way to keep digital services free for users “regardless of their economic status.” Further, it also says that it allows small businesses to reach a larger audience. Nonetheless, the option for users to purchase a no-ads subscription “balances the requirements of European regulators” while simultaneously giving users a choice.

For those who choose to continue using Facebook and Instagram without subscribing, their experience will remain the same, which includes certain tools and settings that can personalize one’s ad experience to a limited extent. Meanwhile, advertisers will still be able to reach those who choose to see ads on the platforms.

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