Beginning in November, the subscription option will give users the choice to continue using the platforms for free with ads or to subscribe and stop seeing ads while ensuring their information is not used for advertising purposes, Meta said in a Monday (Oct. 30) press release.
When launched in the European Union, European Economic Area and Switzerland, the subscription will cost 9.99 euros (about $11) per month on the web and 12.99 euros (about $14) per month on iOS and Android, according to the release. The pricing on iOS and Android takes into account the fees charged by Apple and Google, respectively.
The decision to add an ad-free subscription option comes in response to evolving European regulations, including the General Data Protection Regulation (GDPR) and the Digital Markets Act (DMA), the release said. Meta aims to comply with these regulations while still providing users with options and supporting an ad-supported internet.
Meta said in the release that it believes in and will continue to advocate for an ad-supported internet, which provides personalized products and services to people of any economic status and enables small businesses to reach potential customers.
“But we respect the spirit and purpose of these evolving European regulations and are committed to complying with them,” the firm said in the release.
The subscription model will cover all linked Facebook and Instagram accounts in a user’s Accounts Center until March 1, 2024, according to the release. After that date, additional fees of 6 euros (about $6) per month on the web and 8 euros (about $8) per month on iOS and Android will apply for each additional account listed in a user’s Account Center.
For users who choose to continue using Facebook and Instagram for free, their experience will remain unchanged, the release said. Facebook provides tools and settings, such as Ad Preferences, that allow users to control their ad experience and influence the ads they see.
Advertisers will still be able to run personalized advertising campaigns in Europe, targeting users who opt for the free, ad-supported online service, per the release.
Meta’s ad-free subscription option is not expected to be rolled out in the United States anytime soon. The proposal was developed solely to address the demands of European regulators.