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Starting in November, Meta is introducing ad-free subscriptions for Facebook and Instagram in the European Union (EU), European Economic Area (EEA) and Switzerland. Users have the option to choose between using the platforms with personalized ads or paying a fee to not see sponsored posts at all.
Ad-Free Subscription Costs for Facebook and Instagram
The subscription fee once paid will cover accounts in both Facebook and Instagram. Having said that, this can change next year. The fee is €9.99 per month on the web and €12.99 per month on iOS and Android. The ones who have opted to pay the fee will not only be able to enjoy an ad-free experience but will also not have their data used for ads.
Starting from March 2024, an extra fee of €6 per month on the web and €8 per month on iOS and Android will be charged for each additional account listed in a user’s Account Center.
Availability of Ad-Free Subscriptions
For now, Meta is limiting ad-free experiences only for users who are aged 18 and up who live in the EU, EEA or Switzerland. It is exploring new ways to provide teenagers with a “useful and responsible ad experience”, keeping in mind, the evolving regulations in the EU.
Why is Meta Doing This?
Meta is committed to an ad-supported experience for users. It will continue to enhance personalized advertising and allow users to have greater control over their ad experience. By providing the option to pay for an ad-free experience, Meta is attempting to satisfy European privacy regulators, who have increasingly scrutinized Meta’s business practices.
The Court of Justice of the European Union (CJEU) has confirmed that this subscription model is a valid method for users to an ad-supported service.
Why We Care
This ad-free subscription launch will introduce a new dimension to user engagement. With the success of these subscriptions, it could change the reach and effectiveness of ad campaigns which may influence the effectiveness of your advertising campaigns, particularly if your user segment is one that is likely to pay for this service. However, we expect the high monthly cost of the ad-free model, along with the upcoming additional fees in the next year, will likely deter most users.
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