Facebook and Instagram users are now faced with a choice: pay €10 or €12 monthly for an ad-free experience or continue accessing the platforms for free with ads.
Meta, the parent company, is extending this choice to Instagram users as well, aligning with tougher EU rules targeting tech giants.
In response to significant fines and in adherence to European regulations, Meta, while advocating for an ad-supported internet, emphasizes its commitment to complying with regulatory requirements. The subscription model, offering users an ad-free experience for a fee, is seen as a strategic move to navigate evolving regulations.
Starting at €9.99 per month on web browsers and €12.99 on iOS and Android, these prices will increase by €6 and €8, respectively, from March.
Meta attributes the higher costs for iOS and Android users to fees from the Apple App Store and Google Play Store. This adjustment coincides with the introduction of the EU’s Digital Markets Act, introducing stricter rules on advertising to curb the influence of big tech.
Despite potential challenges for giants like Meta, MEP Alex Agius Saliba sees the subscription model as Meta’s anticipation of forthcoming rules, noting the positive aspect of giving users a choice between subscription and ad-supported models.
Regardless of user choice, the new rules on targeted advertising will apply. Meta’s proactive announcement aims to alleviate concerns raised by European regulators, considering the company’s prior substantial fines for breaches of advertising and data protection rules in 2022.