Meta, the parent company of Facebook and Instagram, has announced that it will offer a subscription service for users in the European Union (EU), European Economic Area (EEA), and Switzerland to use Facebook and Instagram without any ads. The subscription service will be available in November 2023 and will cost €9.99 per month on the web and €12.99 per month on iOS and Android devices.
The Subscription Service
The subscription service will allow users to use Facebook and Instagram without any ads. Users will have the choice to continue using the platforms for free with ads or subscribe to stop seeing ads. While people are subscribed, their information will not be used for ads. The subscription will apply to all linked Facebook and Instagram accounts in a user’s Accounts Center.
The ad-free subscription will only be available to people 18 and older in the EU, EEA, and Switzerland. Initially, the subscription will apply across all linked Facebook and Instagram accounts, but from March 1st, 2024, there will be an additional fee of €6 on the web or €8 on iOS and Android per linked account.
Reasons Behind the Introduction of the Subscription Service
The introduction of the subscription service is to comply with evolving European regulations. In July 2023, the EU’s top court ruled that Meta would need consent before offering its users personalized ads. The strict rules limit Meta’s ability to tailor ads by tracking users’ online activity. Offering a choice between a free, ad-supported plan and an ad-free paid subscription might lead to users opting for the former. This will help Meta comply with the regulations without affecting its ad business. Meta believes that the option for people to purchase a subscription for no ads balances the requirements of European regulators while giving users choice and allowing Meta to continue serving all people in the EU, EEA, and Switzerland.
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Implications
The introduction of the subscription service is a significant move for Meta. The company has always relied on ads as its primary source of revenue. This service will allow users to use Facebook and Instagram without any ads. It could be a big selling point for users who are tired of seeing ads on their feeds. However, it remains to be seen how many users will be willing to pay for an ad-free experience, given that the platforms have always been free to use. The subscription service could also have implications for small businesses that rely on Facebook and Instagram ads to reach potential customers.
Conclusion
Meta’s introduction of an ad-free subscription service for Facebook and Instagram users in the EU, EEA, and Switzerland is a significant move for the company. The subscription service is a response to evolving European regulations. The law requires Meta to obtain consent before showing personalized ads to users. It will allow users to use Facebook and Instagram without any ads if they choose to. This could be a big selling point for users who are tired of seeing ads on their feeds.
The subscription service could also have implications for small businesses. This will be more obvious in those that rely on Facebook and Instagram ads. Meta has stated that it believes in an ad-supported internet. It says this gives people access to personalized products and services regardless of their economic status. The company will continue to advocate for an ad-supported internet, even with its new subscription offering.