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Facebook and Instagram in Europe to Offer Ad-Free Experience at a Cost

Facebook and Instagram, owned by Meta, are set to offer ad-free subscriptions to users in Europe starting in November 2023. The move comes as Meta seeks to comply with evolving European regulations on data privacy and ad targeting.

The ad-free subscription will cost €9.99 per month on the web and €12.99 per month on iOS and Android devices. Facebook or Instagram will stop showing personalized ads to subscribers and won’t utilize their data for advertising.

Meta has said that it will continue to offer a free, ad-supported version of Facebook and Instagram for those who do not wish to pay for the subscription. However, the company has also said that it may eventually sunset the free version if the ad-free subscription becomes popular.

What does this mean for users?

For users in Europe, the introduction of an ad-free subscription for Facebook and Instagram is a welcome development. It gives users the choice to pay for an ad-free experience if they value their privacy and want to avoid being targeted by personalized ads.

However, it is important to note that the ad-free subscription is not a perfect solution. Meta can still gather data on how Facebook and Instagram subscribers use the platforms. They might use this data to enhance their algorithms or target users with ads on different platforms.

What does this mean for businesses?

For businesses that rely on Facebook and Instagram advertising to reach their target audience, the introduction of an ad-free subscription is a potential challenge. It could mean that they have to spend more money on advertising on other platforms, or that they have to rethink their marketing strategies altogether.

However, businesses should also see the ad-free subscription as an opportunity to reach a new audience. Subscribers to the ad-free version of Facebook and Instagram are likely to be more affluent and engaged than the average user. This means that businesses that can create targeted and relevant content for this audience could potentially see a boost in sales.


The introduction of an ad-free subscription for Facebook and Instagram in Europe is a significant development. It gives users more control over their privacy and gives businesses a new way to reach their target audience. We still need to observe how the ad-free subscription will affect Meta’s bottom line. However, it’s evident that the company had to make this move to comply with European regulations.

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