Meta announced that it will soon offer an ad-free subscription option to Facebook and Instagram users in the UK. The system, expected to go live in the coming weeks, will be for users over the age of 18.

Subscription prices vary by platform. Users signing up via the web will pay £3 (167 TL) per month, while those subscribing via the iOS and Android apps will pay £4 (223 TL). Meta attributes the price difference for the mobile version to commission fees in the Apple and Google app stores.

Ad-free Instagram and Facebook

The subscription will cover all Facebook and Instagram accounts linked to the Meta Accounts Center. Additional accounts will cost an additional £2 (111 TL) per month on the web and £3 (167 TL) per month on mobile. Users who choose not to subscribe will continue to use the platforms for free and can manage the types of ads they want to see through their Ad Preferences.

Meta explained that this move is due to the UK Information Commissioner’s Office’s (ICO) new “consent or pay” regulation. The regulation in question gives users the option to consent to the processing of their personal data for advertising purposes or to pay a fee to prevent it.

A similar practice was previously implemented in the European Union, but Meta was fined €200 million for non-compliance with the Digital Markets Act (DMA). The company later attempted to meet the regulators’ demands by offering a cheaper ad-free plan.

Meta expressed its support for the ICO’s approach, arguing that personalized ads provide the best experience for both users and businesses. However, the company continues to criticize EU regulations for “overreaching” on privacy rules. According to Bloomberg data, digital advertising accounted for approximately 97% of Meta, the owner of Instagram and Facebook,’s revenue in 2024.