Meta is introducing an ad-free subscription plan for Facebook and Instagram users in the UK, giving people the option to enjoy both platforms without advertising interruptions. The new plan starts at £2.99 per month on the web and £3.99 per month on iOS and Android for the first account.
What’s Changing
For the first time in the UK, adults will be able to choose between:
- A free, ad-supported version of Facebook and Instagram with personalized advertising, or
- A paid, ad-free version where no ads are shown and personal data is not used for ad targeting.
The rollout is scheduled over the coming weeks, with eligible users receiving notifications and prompts directly within the apps.
Subscription Pricing
- £2.99/month when subscribing via the web.
- £3.99/month when subscribing via iOS or Android (first account only).
- Additional accounts may later include an incremental fee, depending on Meta’s implementation.
Why Meta Introduced This Option
This launch follows UK privacy guidance urging companies to provide real, meaningful choice to users when it comes to data usage for advertising. By offering a clear “pay or consent” model, Meta is balancing compliance requirements with its existing free, ad-funded services.
How the Ad-Free Subscription Works
Once subscribed, ads disappear from feeds, stories, and other placements. Subscriber data is also excluded from Meta’s ad delivery and targeting systems. For those sticking to the free plan, personalized advertising remains active, supported by transparency tools and user-managed ad preferences.
Benefits for Users
- Ad-Free Browsing: A quieter, distraction-free Facebook and Instagram experience.
- Data Protection: Personal data won’t be used for targeted advertising under the paid tier.
- Flexibility: Subscriptions can be canceled at any time, just like other monthly services.
Impact on Advertisers
While the majority of users are expected to remain on the free, ad-supported version, advertisers may notice a slight reduction in available ad inventory. Brands may need to:
- Focus more on creative quality and storytelling,
- Invest in first-party data strategies, and
- Strengthen measurement tools to maintain performance.
How It Differs From the EU Model
Meta’s UK rollout is slightly different from the EU approach. In Europe, subscription prices were higher and sometimes included a “less personalized ads” middle option. In the UK, the choice is simpler: either pay for no ads or continue with free, personalized ads.
Privacy and Data Use
- Subscribers: No data is used for ad delivery or profiling.
- Free users: Data continues to be processed for advertising in line with existing policies and consent controls.
Quick FAQs
Who can subscribe?
Adults in the UK with Facebook or Instagram accounts.
Can I use it across multiple accounts?
The listed price applies to the first account. Meta may apply separate fees for additional accounts.
Is the subscription flexible?
Yes, users can cancel anytime.
