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Published on
September 26, 2025
5 min read
Meta Unveils Ad-Free Facebook and Instagram Service for U.K. Users
In Focus
- Meta to introduce ad-free subscription service for Facebook and Instagram users in the U.K.
- Meta’s ad-free service gives users a choice between a paid option or a free service with targeted ads
- Monthly subscription fee for the service will be £2.99 and £3.99 for web and smartphone users respectively
Meta Platforms has announced plans to introduce an ad-free subscription option for the U.K. Facebook and Instagram users in a few weeks. According to Reuters, Meta’s ad-free Facebook and Instagram option will allow users to choose between a monthly subscription fee or a free service with targeted ads.
Monthly Fee for Web and Smartphone Users
Users who opt for Meta’s ad-free option in the UK will have to part with £2.99 per month on the web or £3.99 on smartphones. The subscriptions reflect other offerings that the social media giant has introduced in the EU to comply with data privacy laws.
European regulators have previously scrutinized Meta’s free service with targeted advertising. Users who choose this option have to agree to view ads. Meta plans to inform all Instagram and Facebook users above the age of 18 in the U.K. of the option to subscribe to its apps.
Users who opt for Meta subscription in the UK will not see ads and the tech giant will not use their personal information for advertising. Meta says the ad-free service is designed to allow users more control over their online experience while maintaining its ability to offer free services through ad revenue.
In recent months, Meta has leveraged AI in its advertising business to boost growth. In August 2025, the social media giant unveiled AI-powered translation for Instagram and Facebook Reels. The new feature uses individual creators’ voices, enabling them to preserve their tone and style while aligning lip movement to the audio.
Responding to Regulatory Pressure
Meta’s decision to introduce subscription-based privacy in the U.K. comes soon after data protection regulators in the U.K. flagged the company over handling personal information for advertising. Earlier this year, Meta settled a legal suit with a British Facebook user who sued it over targeted ads.
As part of the settlement, the tech giant agreed not to use data belonging to the plaintiff. Following the lawsuit, Meta announced that it was considering a paid subscription service as an alternative.
In June 2025, EU regulators warned Meta of daily fines if its pay-or-consent model was found to be non-compliant. This model allows Instagram and Facebook users who agree to be tracked to access a free service that is financed through ad revenue. The social media giant had proposed the model in response to an antitrust order issued in April 2025.
Meta’s ad-free subscription points to shifting industry trends as regulators scrutinize companies on targeted ads and use of personal data. Google and Apple have also made adjustments in response to privacy demands, with their actions redefining how online advertising works.
This is not the first time that Meta is launching a subscription service. Previously, the company introduced a £9.99 fee for users who wanted to have a verified badge on their profile. In a blog posted on Meta’s website, the social media giant said the subscription option would “give people in the UK a clear choice about whether their data is used for personalised advertising”.
Major Takeaways:
- Meta’s UK subscription service addresses data privacy concerns raised by EU regulators
- Tech giants like Apple and Google have made similar adjustments in response to privacy demands
- Besides the Facebook and Instagram subscription service, Meta charges a fee for verified badges
The tech giant plans to roll out Meta AI advertising tools by 2026. These tools will enable brands to fully create and target ads without relying on conventional marketing agencies. Meta generates most of its revenue from its advertising business. In 2024, this business contributed about 98% of its $164.5 billion, which explains why striking a balance between ad sales and data privacy rules remains critical to its growth strategy.
