Meta will charge for ad-free versions of Facebook, Instagram in Europe after privacy ruling
A subscription-based model is coming to Facebook and Instagram - at least in Europe.
Meta, the company that owns the popular social media platforms, announced Monday that users in Europe will have the option to pay for ad-free versions. While those users will still be able to use the platform for free while still seeing ads, the move comes as Meta and other social media companies are under increasing scrutiny on a continent with strict data privacy laws.
To comply with European regulators, Meta is rolling out in November a subscription option that nixes ads and promises to not use information from personal accounts to create targeted advertisements.
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How much will the subscription service cost?
The cost will range from 9.99 euros a month ($10.58) on the desktop to 12.99 euros a month ($13.75) on iOS and Android devices.
The pricing, which applies to a user’s linked Facebook and Instagram accounts, takes into account the fees that Apple and Google charge through their app stores, Meta said in a blog post. However, beginning March 1, an additional fee of 6 euros a month for the web version and 8 euros a month for mobile access will apply for additional accounts.
For now, the subscription option will be available only in the European Union, Iceland, Liechtenstein, Norway and Switzerland.
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Why is Meta offering the paid tier?
Cost-free social networking services has long been a core tenet of Facebook and now Meta's core business philosophy.
In order to keep its social media platforms free to use, the U.S. tech giant has made money by allowing companies to tailor advertisements on its platforms for individual users based on what they search. However, that model came under fire in July when the European Union’s top court effectively banned Meta from collecting users' data to show them personalized ads without their consent.
The subscription service is Meta's way of complying with the ruling since it allows users to have the choice of accessing the platform without their personal data being used. Because it's only available to those older than 18, Meta said it’s looking into how to “provide teens with a useful and responsible ad experience” given the European privacy ruling.
"Like other companies we’ll continue to advocate for an ad-supported internet, even with our new subscription offering," Meta said in a statement. "But we respect the spirit and purpose of these evolving European regulations, and are committed to complying with them."
Eric Lagatta covers breaking and trending news for USA TODAY. Reach him at [email protected]