Meta, the parent company of social media giants Facebook and Instagram, is planning to launch paid versions of its platforms without ads for users in the European Union (EU). The company aims to introduce the Subscription No Ads (SNA) model in the coming months, with pricing details now beginning to emerge. According to reports, European users will be charged €10 per month (approximately $10.50) for a desktop Facebook or Instagram account, with an additional €6 (about $6.30) for each linked account. The SNA service for mobile devices will cost €13 per month (around $13.61), taking into account the commissions levied by Apple and Google’s app stores for in-app payments.
For those who decline the ad-free option, Meta will continue to leverage users’ digital activities for targeted advertising. This move comes as Meta seeks to address the EU’s stringent regulatory scrutiny of its privacy and advertising practices. Given that a considerable portion of Facebook and Instagram’s revenue is derived from ads on the platforms, these regulations could potentially limit the company’s ability to monetize its services in Europe. Consequently, introducing paid subscriptions is seen as a means to both offset potential revenue losses and ensure compliance with EU regulations.
Although Meta has not officially commented on the matter, reports suggest that the company shared details about SNA with privacy regulators in Ireland and digital-competition regulators in Brussels during a meeting in September. Meta plans to implement the SNA service across European countries in the near future.
Compared to the current free access model, the success of the paid subscriptions is uncertain as users will have the option to continue using the ad-supported platforms for free. The company is taking a calculated risk, relying on users’ willingness to pay for an ad-free experience, considering the integral role social media plays in daily life.
Meta has faced significant criticism in the EU over its ad-based services and data practices since the introduction of the General Data Protection Regulation (GDPR). In recent years, the company has encountered various penalties and legal challenges. These include a €1.2 billion fine imposed in May for transferring EU citizens’ data to US-based servers, a ruling from the EU’s highest court preventing Meta from combining user data without explicit consent, and a €390 million fine from Irish regulators in January for enforcing personalized ads on Facebook.
Nevertheless, Meta’s foray into paid subscriptions could pave the way for other platforms to redesign their offerings to comply with data and privacy laws. If consumers in the EU express demand for an ad-free tier, it may eventually expand to other markets.
