Meta Launches Paid Versions of Facebook and Instagram in the UK

Meta has introduced a new model for users in the United Kingdom: pay to remove ads or continue using Facebook and Instagram for free with personalized advertising.
This shift follows recommendations from the UK Information Commissioner’s Office (ICO), after months of coordination aimed at aligning Meta’s practices with European privacy standards.

The move also shows Meta’s attempt to adapt to a digital environment in which transparency, consent, and responsible data handling are becoming central to public expectations.

According to industry data, more than 82% of global social media revenue in 2023 came from advertising, and Meta remains one of the strongest players in that sector.

Global digital ad spending surpassed $600 billion in 2023, and Meta maintained approximately a 20% market share, confirming its deep dependence on advertising income. Last year, ads accounted for 97% of Meta’s total revenue, underscoring why the company is experimenting with new monetization strategies as regulations tighten and user behavior shifts.

New Subscription Model and Pricing

Starting soon, UK users over the age of 18 will receive notifications offering the option to subscribe to an ad-free experience. Initially, the prompt can be dismissed to give users time to think before making a decision. This approach mirrors Meta’s strategy in the EU, where similar subscription models sparked discussions about the future of “free” social platforms.

Subscription Pricing

• £2.99 per month on the web

• £3.99 per month on iOS and Android

• Additional accounts in the Meta Accounts Center: £2 on the web, £3 on mobile

Meta’s move aligns with increasing regulatory pressure surrounding data usage, tracking transparency, and user consent. Europe continues to enforce strict privacy rules, pushing major tech companies to modify their business models or risk penalties.

Why This Matters

The launch of paid, ad-free social platforms is part of a wider global trend. Recent surveys show that 41% of European users say they would consider paying for platforms if it ensured greater privacy, while over 60% express concerns about how their data is used for personalized advertising.

As user expectations evolve, Meta is testing whether subscription-based social media can become a reliable parallel revenue stream while also preserving long-term trust.