Facebook and Instagram users in the UK will soon be offered paid subscriptions that remove ads. In the coming weeks, those over the age of 18 can pay £3 ($4) per month on the web, or £4 ($5) per month when using Meta’s iOS or Android apps. If you’re wondering why the mobile version is more expensive, Meta blames that on fees levied by Apple and Google in their respective app stores.
A no-ads subscription will apply to any Facebook and Instagram account added to a Meta Accounts Center, which is what Meta uses to let users connect various Meta logins on its different platforms. Any additional account listed in a user’s Accounts Center will automatically gain their own subscription for an extra £2 ($3) per month on the web or £3 ($4) per month for iOS and Android. Anyone who chooses to decline Meta’s offer will continue to see ads on its free platforms as normal, and can still use Ad Preferences to choose which ads they would prefer to see more or less of.
Meta says the change is a response to new regulatory “consent or pay” guidance from the Information Commissioner’s Office (ICO), whereby users are given the choice between consenting to an organization using their data to personalize ads, or paying to avoid it. Meta previously introduced a similar change for its EU users, offering an ad-free subscription option for €10 ($11), but was fined €200 million by the European Commission for allegedly failing to comply with its stricter Digital Markets Act (DMA) laws. The company later offered a revised, cheaper, ad-free plan that was still being assessed by the EC earlier this year.
Meta praised the ICO for its “constructive approach” to personalised ads, which it insists provide the best experience for both its users and businesses, and criticised EU regulators for continuing to “overreach” with its privacy regulations. As reported by Bloomberg, digital advertising accounted for around 97 percent of Meta’s revenue in 2024.
