Meta, the parent company of Facebook and Instagram, is rolling out a new subscription model for UK users. People can now choose to pay a small monthly fee to remove ads or continue using the platforms for free with personalized ads.
Starting in October, Meta will notify users over 18 about the new option. The ad-free plan costs £2.99/month on the web or £3.99/month on iOS and Android.
Users who link multiple accounts can add extra profiles for £2 or £3 per month, depending on the platform.
The update follows months of talks with the UK’s Information Commissioner’s Office (ICO). It mirrors Meta’s similar program in the EU, but with a softer regulatory tone.
The UK rollout is being framed as a “pro-growth, pro-innovation” success, highlighting the government’s flexible approach to data privacy.
A Clear Choice for UK Users
Meta says the change aligns with ICO guidance on consent and pay-or-consent models.
Users can now choose between two options: stay on the free tier with personalized ads or pay to remove them.
“The UK’s pro-innovation regulatory environment gives users more choice,” Meta explained. “It also ensures free access for those who prefer ads and ongoing support for businesses that rely on our tools.”
Those who stay on the free plan will continue to see ads but can still manage them using Meta’s familiar settings — including Ad Preferences and Why am I seeing this ad? features.
Meta emphasizes that it does not sell personal data to advertisers.
For paying users, the difference is clear. They’ll see no ads, and their data will not be used for advertising. One subscription covers all accounts connected through the Meta Accounts Center.
Pricing and App Store Fees
The web-based plan costs less than the mobile version because of Apple’s and Google’s in-app fees.
Adding extra accounts is also cheaper online. Meta says this structure keeps the price fair and transparent.
Compared with its earlier EU model — originally €9.99/month before a price cut — the UK version is significantly cheaper.
The ICO had encouraged Meta to keep prices proportionate to ensure privacy remained affordable.
Why Meta Made the Change
Meta’s move follows growing global pressure to improve data consent practices.
European regulators have argued that forcing users to accept personalized ads violated the spirit of GDPR.
The UK, however, has taken a more balanced path. The ICO supports user choice without restricting innovation.
This approach allows Meta to remain compliant while preserving the value of its ad-supported model.
Meta praised the UK stance:
“The UK’s pro-growth and pro-innovation environment allows a clearer choice for users while ensuring our tools continue to drive business growth.”
The company also highlighted its economic footprint — £65 billion in activity and 357,000 UK jobs in 2024, powered by Meta’s advertising technologies.
From “Free” to “Freemium” Social Media
Social networks have long thrived on the ad-supported model. Users get free access, and platforms earn money through targeted ads.
Now, that equation is changing. Meta’s subscription marks a shift toward freemium social media — where privacy has a price tag.
Many industries already use similar dual models. Streaming services, news outlets, and gaming platforms all offer both free and paid tiers.
For Meta, this hybrid model is partly a legal adjustment and partly a business opportunity.
If even a small share of users subscribe, the company gains a steady new revenue stream.
Yet Meta insists the goal is not profit, but transparency and compliance.
“This gives people a clear choice about data use,” it said. “And it preserves the free access that fuels the digital economy.”
Support and Skepticism
Reactions have been mixed.
Privacy advocates call the plan “paid privacy”, arguing that consent is not truly free if it costs money.
They worry that wealthier users will gain better privacy protections, while others remain exposed to tracking.
Jim Killock from the Open Rights Group said, “People shouldn’t have to pay to stop being tracked. That’s not real consent.”
Others see the move as practical.
Tech analysts note it offers compliance without dismantling Meta’s ad system.
“It’s a workable compromise,” said Daniel Ives of Wedbush Securities. “It respects regulation while keeping Meta’s business stable.”
The ICO welcomed Meta’s engagement and said it will monitor how the new model performs.
The regulator described Meta’s approach as “a positive step toward more meaningful user consent.”
UK vs. EU: Two Different Paths
The UK’s handling of Meta’s case highlights a growing split from the EU’s stricter stance.
Earlier in 2025, EU regulators pushed Meta to lower prices and introduce a “non-personalized ads” tier. Meta resisted, calling it an unnecessary burden that worsened user experience.
In contrast, the UK accepted a simpler choice: ads with data or no ads with payment.
That clarity aligns with Britain’s post-Brexit digital strategy — maintaining privacy standards while promoting business growth.
Government officials have said the UK aims to become a global hub for privacy innovation.
Meta’s rollout now stands as a high-profile example of that policy in action.
What It Means for Advertisers
For businesses, little changes in the short term.
Most users are expected to keep the free, ad-supported plan.
Meta assured advertisers that they can continue to run personalized campaigns and reach their audiences.
The company says that every £1 spent on ads generates £3.82 in business revenue on average.
This makes targeted advertising a vital growth tool for small firms.
Still, marketers will need to adapt.
If even a small portion of users switch to ad-free, audience reach could dip slightly.
That shift might raise cost-per-impression (CPM) rates and push advertisers to refine targeting strategies.
For Meta, ad-free users may later become potential customers for new paid services — such as digital collectibles or exclusive experiences.
The User Perspective
How will users react?
Early polls suggest mixed feelings. Some welcome more control. Others see the plan as a cash grab.
“I’d pay £3 a month for no ads,” one user told CNTNT News. “Instagram feels too cluttered.”
Another replied: “I’d rather not pay just to stop being tracked. That should be the default.”
The biggest test may be perception of value.
At £2.99, Meta’s plan is cheaper than most streaming services — but users may not feel a big improvement beyond fewer ads.
The company will need to communicate the privacy benefit clearly.
A Modest but Strategic Revenue Stream
If only 5% of the UK’s 45 million Meta users subscribe, that’s around 2.25 million accounts.
At £2.99 each, the new plan could bring in over £80 million per year before app-store fees.
That figure is small compared with Meta’s global ad income, but it adds recurring revenue and regulatory goodwill.
It also opens the door to new premium features and privacy-focused services.
In the long term, Meta could expand this model globally, adjusting prices by region.
That would transform how tech firms monetize both attention and consent.
The Rise of the “Consent Economy”
Meta’s model fits a broader pattern across Big Tech.
Apple, Google, and TikTok are all rethinking how to present consent to users.
Meta’s “pay or agree” option introduces a clear market price for data use.
Critics see this as the start of a “consent economy”, where privacy becomes a product rather than a right.
Supporters argue it’s a fair trade — companies disclose how data fuels free services, and users choose what matters more to them.
Either way, the move signals the end of one-size-fits-all social media.
User choice, not hidden tracking, is becoming the new norm.
What Comes Next
Meta’s UK rollout is more than a pricing experiment. It’s a test case for digital policy.
If it succeeds, other countries may follow. If it fails, it will fuel debate about fairness and privacy.
Nick Clegg, Meta’s President of Global Affairs, described it as “a necessary evolution.”
“We want to give people real choice,” he told the BBC. “That’s what regulators asked for, and it’s the right direction.”
For users, the trade-off is simple: pay for privacy or accept ads.
But for regulators and businesses, the consequences reach far deeper.
The decision could shape how digital rights — and digital economies — evolve in the next decade.
In Summary
- Meta is launching ad-free Facebook and Instagram subscriptions in the UK.
- The price: £2.99 on web or £3.99 on mobile, with discounts for extra accounts.
- Free users will still see ads and can manage ad preferences.
- Subscribers’ data will not be used for advertising.
- The plan aligns with ICO privacy guidance and reflects the UK’s flexible regulation.
- Critics call it “paid privacy,” while supporters view it as genuine user choice.
- The program could redefine how people think about privacy, consent, and digital value.
