Meta Platforms is set to launch an ad-free subscription option for Facebook and Instagram users in the UK, giving them a choice between a paid, ad-free experience or the existing free, ad-supported model.
The new subscription will be priced at £2.99 per month on the web and £3.99 on iOS and Android, mirroring Meta’s approach in the European Union where stricter privacy regulations have pushed platforms to offer greater user control.
The move follows discussions with the UK’s data protection authority, which has raised concerns about how user data is used for targeted advertising. Meta says the initiative is designed to provide transparency and empower users to decide how they want to experience its platforms – while maintaining the viability of its free, ad-funded services.
With advertising accounting for nearly 98% of Meta’s $164.5 billion revenue in 2024, the rollout represents a strategic balancing act between privacy compliance and the company’s core business model.
Industry observers note that this shift aligns with a broader trend across Big Tech. Companies like Apple and Google have already adapted their platforms to respond to regulatory scrutiny and rising consumer demand for privacy-first experiences.
Meta’s ad-free tier is expected to roll out over the coming weeks, offering UK users a fresh way to engage with Facebook and Instagram – on their own terms.
