Facebook and Instagram users in UK can soon pay to skip ads

Meta is giving UK users a new choice: pay to escape ads or continue using Facebook and Instagram for free with personalised advertising. The move follows recent guidance from the UK’s Information Commissioner’s Office (ICO) and months of engagement with the regulator.

Over the coming weeks, UK users over 18 will be notified that they can subscribe to use the platforms without ads, with the notification initially dismissible to allow time for consideration.

The new subscription for no ads service will cost £2.99 per month on the web or £3.99 on iOS and Android for a user’s first Meta account, reflecting the fees Apple and Google charge for in-app purchases. Additional accounts added to the Meta Accounts Center will incur a reduced fee of £2 per month on the web or £3 on iOS and Android.

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Meta said subscribing will stop personal data from being used for advertising, while those who stick to the free service will continue to see ads but retain control over their ad experience through tools such as Ad Preferences and explanations for why particular ads appear. Meta emphasised that it does not sell personal data to advertisers.

Meta framed the change as a response to regulatory guidance, offering UK users a clear choice over how their data is used while maintaining the free, ad-supported internet model that underpins access to content and services.

The company argued that subscription models are well-established across news, gaming, music and entertainment, and noted that its UK pricing would remain among the lowest in the market.

Meta also contrasted the UK’s approach with that of the EU, suggesting European regulators are overreaching by imposing restrictions on ad personalisation, whereas the UK’s environment is more “pro-growth and pro-innovation”. According to Meta, its advertising technologies supported £65 billion in UK economic activity and more than 357,000 jobs in 2024.

Meta reiterated its commitment to an ad-supported internet, highlighting the role of personalised advertising in helping people discover relevant products and services while enabling UK businesses to target the customers most likely to engage.

The company cited data showing that every pound spent on its ads generates an average of £3.82 in revenue for British advertisers, and confirmed that personalised campaigns will continue to be available to those who choose to use the free service.

Meta’s move comes amid a broader trend of social and video platforms experimenting with lower-cost ad-free options. YouTube, for instance, recently launched its 'Premium Lite' plan in Singapore, offering users a more affordable way to watch most videos without ads.

Priced at SG$7.98 a month, the new tier is rolling out starting today, with full availability expected in the coming weeks. Unlike the full 'Premium' plan, 'Premium Lite' excludes offline downloads, background play, and ad-free access to YouTube Music, while ads will still appear on music videos, Shorts, and during browsing or search sessions.

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