Meta has announced a new subscription option that will let users skip ads on Facebook and Instagram by paying a monthly fee.
The feature will first roll out in the UK in the coming weeks, with gradual expansion to other regions later. Web users will pay £2.99 per month, while mobile users will be charged £3.99 per month.
Those who choose not to subscribe can still use both platforms for free, but they will continue to see ads. Meta confirmed that subscribers will not only skip ads on Facebook and Instagram but also avoid having their personal data used for ad targeting.
The option arrives at a time of increasing regulatory pressure in Europe. Authorities have demanded greater transparency on how companies use personal data for advertising. Recently, the EU fined Meta €200 million, requiring the company to provide less intrusive ad experiences based on limited data like age, gender, and location.
By allowing users to skip ads on Facebook and Instagram, Meta hopes to comply with EU privacy requirements while offering people more control over their online experience. The service ensures that subscribers can scroll without interruptions and without concerns over their data being used for targeted ads.
The new model also highlights a growing trend among tech companies to offer ad-free experiences for a price. While the move could reduce Meta’s advertising revenue, it may help strengthen user trust and meet regulatory demands.
For now, the subscription is available only in the UK, but wider rollout plans are expected. As the option to skip ads on Facebook and Instagram becomes available globally, it could reshape how millions engage with the platforms.
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