Meta Rolled Out Ad-Free Plans For Instagram, Facebook

Meta Platforms will introduce a subscription plan in Europe allowing users to use Facebook and Instagram without ads to meet EU regulations.

In the EU, European Economic Area, and Switzerland, monthly subscriptions will be 9.99 euros ($10.58) for web users, while iOS and Android users will pay 12.99 euros per month.

The EU regulations threaten to curb Meta's ability to personalize ads for users without their consent and hurt its major revenue source.

The leading global social media platform faced EU antitrust scrutiny, with Europe's highest court supporting German regulators' authority to investigate privacy violations, further challenging Meta.

Providing a free, ad-supported option alongside a paid ad-free subscription could encourage users to choose the ad-supported plan, allowing Meta to adhere to regulations while safeguarding its ad business.

Earlier this year, Ireland's Data Privacy Commissioner imposed a 390 million euro fine on Meta and prohibited the use of the "contract" as a legal basis for delivering user-specific ads related to their online behavior.

Subsequently, the company announced its plans to seek consent from EU users before permitting businesses to tailor ads, aligning with changing regulatory demands in the region.