Meta Reduces Ad-Free Subscription Prices for EU Users

Meta has announced a significant price reduction for its ad-free subscription option in the EU, aiming to provide users with more affordable access to an ad-free experience on Facebook and Instagram. Starting this week, EU residents can subscribe for €5.99/month on the web or €7.99/month on mobile (Android or iOS), down from previous prices of €9.99 and €12.99, respectively. Users with additional accounts will pay €4/month on the web or €5/month on mobile per account.

The move aligns with Meta’s commitment to comply with evolving EU regulations, allowing users the choice to pay for an ad-free experience or continue with the free, ad-supported service. For those who opt for the free version, Meta is also introducing a new “less personalized ads” option, showing ads based on limited data points like age, gender, location, and user interactions.

This adjustment is a response to feedback from EU regulators under data privacy laws like the GDPR and Digital Markets Act. Meta asserts that personalized ads remain vital for user engagement and small business growth but respects the need for regulatory compliance. Naturally, this will impact their income from subscription payments overall, but may also tempt more users to consider subscribing for the lower price point – and could help advertising become less of a pain point for users that are sick of highly-targeted advertising on their Instagram and Facebook feeds.