Meta is introducing a paid, ad-free option for Facebook and Instagram users in the UK, giving people the ability to browse without ads for £3.99/month on mobile or £2.99 on the web. If your accounts are linked, a single subscription covers them, though additional accounts may come with extra charges. Meta said the rollout will begin in the coming weeks.
The move follows mounting pressure from UK and EU regulators over how tech companies handle personal data and targeted advertising. Earlier this year, Meta faced a €200 million fine under the Digital Markets Act for failing to comply with stricter EU rules. The company says the price difference between web and mobile stems from app store fees.
The UK’s Information Commissioner’s Office (ICO) welcomed the change, saying it provides a clearer choice for users who don’t want their data tracked for ads. Critics, however, argue that the so-called “pay or consent” model leaves little flexibility—forcing users to either pay to remove ads or accept being tracked.
Those who don’t subscribe will continue using Facebook and Instagram as they do today, with ads included. For users who value privacy over personalization, Meta’s paid tier marks the latest shift in how social platforms are adapting to tougher scrutiny and reshaping their business models under regulatory pressure.
