Meta is giving British users the option to remove ads from Facebook and Instagram through a paid subscription, expanding its ad-free offering to the UK after a similar rollout in Europe.
Adults over 18 will be able to pay £2.99 per month (~US$3.60) on the web or £3.99 per month (~US$4.80) on iOS and Android for a single account.
Additional accounts linked via Meta Accounts Center will be available at a discounted rate of £2 per month (~US$2.40) on the web and £3 per month (~US$3.60) on mobile platforms.
Meta explained that the higher cost on iOS and Android is due to fees charged by Apple and Google through their app distribution platforms.
The company stressed that this pricing approach is designed to provide users with an ad-free experience while maintaining fair access to its services across platforms.
The move comes after guidance from the UK Information Commissioner’s Office (ICO) and follows Meta’s extensive discussions with regulators.
Users will be presented with a clear choice: continue using Facebook and Instagram for free with personalised ads or pay to remove them entirely.
Meta emphasised that subscription pricing is “one of the lowest in the market” and is part of a well-established business model that spans industries from news publishing to gaming and music.
This UK rollout also follows a high-profile legal case dating back to 2022, where human rights campaigner Tanya O’Carroll objected to her personal data being used for ad targeting.
While Meta settled to ensure O’Carroll’s data would not be used for ads, the broader push to expand this choice to all UK users appears directly linked to that resolution.
Meta highlighted the economic impact of its advertising platform, noting that in 2024, its ad technologies contributed £65 billion (~US$78 billion) to the UK economy and supported more than 357,000 jobs.
The company argued that personalised ads benefit users by helping them discover relevant products and generate revenue for local businesses, claiming that every £1 spent on Meta ads generates an average of £3.82 (~US$4.60) in advertiser revenue.
Meta contrasted the UK regulatory environment with the EU, stating,
“EU regulators continue to overreach by requiring us to provide a less personalised ads experience that goes beyond what the law requires, creating a worse experience for users and businesses. In contrast, the UK’s more pro-growth and pro-innovation regulatory environment allows for a clearer choice for users.”
British users will receive dismissible notifications in the coming weeks to inform them about their subscription options.
Meta confirmed that users are not required to make an immediate decision.
For those who choose to subscribe, ad-free access will cover all linked accounts within the Meta Accounts Center, and personal data will no longer be used for advertising.
Those who do not subscribe can continue using Facebook and Instagram for free with access to tools like Ad Preferences and “Why am I seeing this ad?” to manage their experience.
Coinlive views Meta’s UK rollout as a strategic balancing act between regulatory compliance and revenue protection.
By offering a paid ad-free option, Meta sidesteps full compliance with EU-style data restrictions while keeping its ad-supported model intact.
However, can such subscriptions realistically scale in markets accustomed to free access, and will users accept paying for something they previously received for free?
The move exposes potential vulnerabilities in Meta’s long-term approach to privacy, monetisation, and global user expectations, highlighting a broader challenge for platforms navigating regulatory pressures without alienating their base.
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