Starting in November, Meta is set to offer Facebook and Instagram users in the European Union (EU), the European Economic Area (EEA), and Switzerland a unique opportunity to enjoy an ad-free experience on these platforms through a new subscription plan.
This new service will come in two pricing tiers at launch, depending on where the subscription is purchased. Desktop users can access the ad-free experience for €9.99 per month, while mobile users will have a slightly higher cost of €12.99 per month. The pricing difference for mobile is attributed to covering fees imposed by Apple and Google through their respective app stores, as explained in the official announcement. Meta has assured that it will not utilize any information from subscribed accounts for targeted advertising. However, there’s a minor caveat: users must be at least 18 years old to subscribe to the plan.
Each subscription will encompass all linked profiles within a user’s Account Center until March 1, 2024. After this date, Meta will begin charging separately for each additional account. Desktop plan prices will increase by €6, while mobile plans will incur an €8 increase. When considering the annual cost, a user aiming for an ad-free experience on a single profile can expect to pay approximately €240 per year.
The pricing structure has raised concerns due to its potential high cost. For instance, if a user has both a Facebook and Instagram account and desires an ad-free experience on both desktop and mobile, they would need to purchase four separate subscriptions. After March 1, each subscription comes with a price tag of approximately €20. This could result in European users having to pay nearly €1,000 annually to remove ads across both desktop and mobile platforms, assuming they have only one profile. Keep in mind that costs increase for additional profiles. While these numbers are rounded up, they closely approximate the actual prices.
Meta has stated that this service is being launched to comply with evolving European regulations. Over the past couple of years, Meta has faced increased scrutiny from the EU regarding its handling of user data. The Union has passed the Digital Services Act, which outlaws certain manipulative advertising practices, and imposed a $1.3 billion fine on Meta. Government regulators have also mandated that the company offer users a way to opt out of receiving online ads. Meta claims that the Court of Justice of the European Union (CJEU) recognizes the subscription model as a valid form of consent. While it’s a positive step to provide an ad-free option, the pricing structure may present challenges to users’ budgets.
