A New Kind of Choice on Social Media
On 30 October 2023, Meta publicly announced a feature that could shift the way millions interact with two of the world’s most widely used platforms: Facebook and Instagram. Instead of logging in and scrolling past ads tailored to your online activity, users now have another option—pay a monthly fee and remove ads entirely.
The subscription was introduced in November 2023 and was developed in response to European regulatory mandates. Rather than a redesign or feature expansion, the move represents a direct trade-off: your money instead of your personal data.
The Cost of Going Ad-Free
When the model launched, users could expect to pay €9.99 per month via web or €12.99 via iOS and Android. These figures were later revised in November 2024 following regulatory pressure.
The updated pricing structure now stands at:
- €5.99/month via web
- €7.99/month via mobile (iOS/Android)
For additional linked accounts:
- €4.40/month via web
- €5.50/month via mobile
The higher mobile rates account for the service fees imposed by Apple and Google on in-app purchases.
The subscription does not unlock exclusive content or tools. Its sole purpose is to remove advertising and end the use of user data for personalised advertising.
Privacy Versus Personalisation
This shift invites a new kind of decision. When users opt to continue using the free version, they will continue to experience all that comes with their browsing behaviour in the form of targeted ads.
If you choose the paid route, Meta stops using your data for advertising, and your experience becomes ad-free.
The line is now clearly drawn between users who exchange data for platform access and those willing to pay to retain more control over their data.
Regulatory Push Meets Platform Response
The European Court of Justice ruled that platforms must provide a meaningful alternative to data-driven advertising. This stems from the enforcement of the General Data Protection Regulation (GDPR) and, more recently, the Digital Markets Act (DMA).
Meta’s subscription model is intended to meet that legal requirement by offering users a real choice: continue using the service for free with personalised ads or pay to opt out.
In the UK, the Information Commissioner’s Office (ICO) acknowledged Meta’s approach and indicated that the pricing must remain reasonable. The ICO noted the importance of making user consent meaningful—not simply bundled with access.
While regulatory scrutiny continues at the EU level, the UK’s posture has so far been more supportive of this model.
Will Users Opt In?
No official adoption numbers have been shared by Meta to date. But related precedents provide some insight. When Apple implemented the App Tracking Transparency (ATT) in 2021, the majority of users switched to block tracking. Shortly afterwards, Meta declared a loss of $10 billion in advertising revenue in 2022 due to the ATT.
It’s not yet clear whether users will see value in paying for an ad-free experience on social media. Adoption may vary by region, age, and digital behaviour.
Meta’s Reported Economic Footprint
Meta often cites the economic value its platforms generate as part of the case for data-driven advertising. In 2022, the company stated that its platforms helped produce billions in economic activity across the EU and UK.
One widely cited figure comes from Meta’s own research: for every £1 spent on Meta ads in the UK, businesses generate an average of £3.82 in revenue.
In the broader European context, Meta reported a return of €3.79 for every €1 spent on ads.
Despite there being no confirmed figures for 2024 in Meta’s most recent reports, the platform has continued showcasing such figures to demonstrate the advertising–business–users’ value chain.
Not Just a European Issue
The move to subscriptions is, for now, confined to Europe. But other regions are observing. Regulatory environments in markets like Canada, Australia, and parts of Asia are also evolving.
Depending on user adoption and economic outcomes in Europe, Meta could explore similar offerings elsewhere.
This change introduces a global question: are users willing to pay for social media as a service rather than accept it as a data-driven product?
What You Should Consider
If you’re active on Facebook or Instagram, the choice may soon land in your settings menu. You’ll decide between a free, ad-supported experience or a paid, ad-free one.
There’s no right answer. It’s about comfort, value, and privacy.
Your decision could help shape the future of how social platforms operate—not just in Europe, but around the world.