Meta unveils premium ad-free plans for Facebook and Instagram in Europe

It's worth noting that the pricing for iOS and Android takes into account the fees imposed by Apple and Google as per their respective purchasing policies.

For an initial period until March 1, 2024, the subscription will cover all linked accounts within a user's Accounts Center. However, starting from March 1, 2024, an additional fee of €6 per month on the web and €8 per month on iOS and Android will be charged for each additional account listed in a user's Account Center.

Meta's decision to introduce this subscription model is driven by a commitment to comply with evolving European regulations while upholding the principles of an ad-supported internet. An ad-supported model allows users, regardless of their economic status, to access personalised products and services while enabling small businesses to connect with potential customers and drive economic growth within Europe.

Despite the introduction of the subscription option, Meta will continue to advocate for an ad-supported internet.

In August, Meta had announced its intention to transition users in the EU, EEA, and Switzerland to the GDPR legal basis of "Consent" for processing data collected on their platforms for advertising purposes.

This change was made in response to various regulatory requirements, including the interpretation of GDPR by the Irish Data Protection Commission and the anticipated Digital Markets Act (DMA).

The subscription option aligns with the requirements of European regulators and provides users with a choice while allowing Meta to continue serving its users in these regions.

Notably, the Court of Justice of the European Union (CJEU) has recognised that a subscription model, such as the one announced by Meta, constitutes a valid form of consent for an ad-funded service.

Users who opt to continue using Facebook and Instagram for free will experience no change in their current ad-supported experience. Meta will provide users with tools and settings to control their ad preferences, enabling them to influence the ads they see and the data used for ad targeting.

For advertisers, the ability to run personalised advertising campaigns in Europe will remain intact, targeting users who continue to opt for a free, ad-supported online service. Meta pledges to invest in new tools that preserve value for both users and businesses while offering enhanced control over the ad experience on its platforms.

It's important to note that the subscription option for an ad-free experience will be available for users aged 18 and above, and Meta is actively exploring options to provide teenagers with a responsible ad experience in line with the evolving regulatory landscape.