Social media giant Meta Platforms has announced that users of Facebook and Instagram in the United Kingdom will soon be able to pay a monthly subscription fee to avoid seeing adverts, in a move that aligns with recent regulatory guidance on data privacy.
The company confirmed on Friday that it will begin notifying UK users in the coming weeks, offering them the choice to continue using the platforms for free with personalised advertising, or to subscribe for an ad-free experience.
The new subscription will cost £2.99 per month on the web and £3.99 per month on iOS and Android apps, with the higher mobile fee reflecting transaction charges imposed by Apple and Google.
Additional accounts linked through Meta’s Accounts Center will incur a reduced fee of £2 on the web or £3 on mobile.
Meta said the change would give UK users “a clear choice about whether their data is used for personalised advertising, while preserving the free access and value that the ads-supported internet creates for people, businesses and platforms.”
Unlike in the European Union, however, UK users will not be offered the option of continuing to see “less personalised” adverts if they decline to pay. That feature was introduced in the EU after regulators raised concerns about Meta’s compliance with privacy laws.
The UK’s Information Commissioner’s Office (ICO) welcomed the move, describing it as a significant shift in Meta’s approach.
“This moves Meta away from targeting users with ads as part of the standard terms and conditions for using its Facebook and Instagram services, which we’ve been clear is not in line with UK law,” an ICO spokesperson said.
The ICO also noted that Meta had “significantly lowered the starting price point” for UK subscriptions compared to the EU, where ad-free access initially launched at €9.99 before being reduced to €5.99. By contrast, the UK’s £2.99 entry price is among the lowest on the market.
The decision follows a series of legal and regulatory challenges to Meta’s advertising practices.
Earlier this year, the company agreed to stop targeting ads at British campaigner Tanya O’Carroll, who argued that Facebook’s system violated UK laws on direct marketing by failing to respect her right to object.
Meta defended its UK model as more business-friendly than the EU’s, reiterating its criticism of European regulators. The company said the UK’s “pro-growth and pro-innovation regulatory environment” allowed for a clearer balance between user choice and business needs.
Advertising remains Meta’s dominant source of revenue, accounting for nearly 98 percent of its global income in 2024.
Analysts say the UK subscription rollout reflects the company’s attempt to adapt to growing scrutiny over data privacy while maintaining its advertising-driven business model.
