For users in the UK tired of being bombarded with advertisements while scrolling through their Facebook and Instagram feeds, Meta is introducing a new option: a monthly subscription to eliminate ads altogether. This move, spearheaded by Meta CEO Mark Zuckerberg, aims to provide users with more control over their online experience.
The ad-free subscription will cost £3.99 per month for users accessing the platforms through the iOS and Android apps. However, savvy users can save a pound by subscribing via the web, where the monthly fee is £2.99. Meta attributes this price difference to the fees charged by mobile app stores for in-app payments.
It's important to note that the subscription covers all Facebook and Instagram accounts linked within a user's Meta Accounts Center. For users with multiple accounts, a reduced additional fee of £2 per month on the web or £3 per month on iOS and Android will apply for each subsequent account.
Meta emphasizes that this change will not affect users who choose to continue using the platforms for free. These users will still see ads as usual and retain the ability to manage their ad preferences. This option ensures that the core functionality of Facebook and Instagram remains accessible to everyone, regardless of their willingness to pay for an ad-free experience.
While users will initially have the option to dismiss the notification about the subscription, Meta indicates that eventually a "decision is required." This suggests that users will need to either subscribe to the ad-free version or continue using the platforms with ads.
Meta states that this decision was influenced by recent regulatory guidance from the UK's Information Commissioner's Office (ICO). The company claims that the subscription price is one of the lowest in the market and welcomes the ICO's "constructive approach."
In fact, Meta took a swipe at EU regulators, accusing them of "overreach" by requiring a less personalized ads experience that goes beyond legal requirements. Meta argues that this creates a worse experience for both users and businesses.
The company frames the new subscription as a way to give UK users "a clear choice" about whether their data is being used for advertising purposes. By offering an ad-free option, Meta aims to empower users to make informed decisions about their online privacy and experience.
Meta already offers similar subscriptions in the EU, costing €5.99 on the web and €7.99 on iOS and Android. These prices were reduced from their original 2023 levels of €9.99 and €12.99, respectively. The UK's starting price is even lower than the reduced EU pricing, suggesting a commitment to affordability.
An ICO spokesperson confirmed that Meta significantly lowered the starting price point for the subscription during their engagement. The ICO expects Meta to assess the impact of this new model and ensure ongoing compliance with UK law.
Meta does not currently offer an ad-free subscription option in the United States, leaving US users with the standard ad-supported experience.
It's worth noting that Meta is not the first company to charge users to avoid ads. Many TV streaming services, such as Netflix, Disney+, and Amazon Prime Video, offer more expensive ad-free tiers. In the case of Amazon Prime Video, users even have to pay extra on top of their Amazon Prime membership to remove ads.
For users who choose not to subscribe to the ad-free tier, Facebook and Instagram will continue to display ads as usual. However, users retain the ability to control how these ads are personalized through the Ad Preferences settings.
Within the Ad Preferences settings, users can explore why they are seeing specific ads and even take a look at the data being used to inform these ads. This level of transparency aims to give users more control over their ad experience, even if they choose not to pay for the ad-free subscription.
Understanding how Facebook determines which ads to show you can empower you to manage your preferences more effectively. According to Facebook, the ads you see are influenced by your activity on Facebook and Instagram, the content you create or interact with, and other information from your Facebook account, such as your age, gender, location, and device.
The announcement of the ad-free subscription comes just a week after Meta Connect 2025, where Mark Zuckerberg unveiled a new pair of Meta Ray-Ban Display smart glasses with a screen. These glasses allow users to watch Instagram videos or send WhatsApp texts.
These hi-tech glasses allow you to follow map directions, send WhatsApp texts, and even watch Instagram Reels on floating apps right in front of your eyes.
The Meta smart glasses were released in the US on September 30 for $799, and are expected to arrive in the UK in "early 2026."
The introduction of the ad-free subscription represents a significant shift in Meta's approach to monetization. By offering users a choice between a free, ad-supported experience and a paid, ad-free experience, Meta aims to cater to a wider range of preferences and comply with evolving regulatory expectations.
Only time will tell how many users will opt for the ad-free subscription and what impact this will have on Meta's overall revenue. However, the move underscores the growing importance of user privacy and control in the digital age.
The decision also highlights the ongoing tension between personalized advertising and user data protection. As regulators around the world grapple with these issues, companies like Meta are forced to adapt their business models to meet evolving standards.
Ultimately, the success of the ad-free subscription will depend on whether users perceive the value of an ad-free experience to be worth the monthly fee. If enough users are willing to pay for it, the move could pave the way for similar subscriptions on other platforms.