Meta, the parent company of Facebook and Instagram, has announced a major shift in its European business model by introducing a significant price cut for its ad-free subscription services.
The move, designed to offer users more control over their data and experience on the platforms, comes in response to growing regulatory pressures within the European Union (EU).
Beginning tomorrow, Meta will reduce the monthly subscription fees for Facebook and Instagram’s ad-free services in the EU by 40%. This price drop will make the service one of the most affordable subscription options compared to similar services from other social media platforms.
For users accessing the platforms via the web, the price will drop from €9.99 to €5.99 per month. Mobile users on iOS and Android will see prices drop from €12.99 to €7.99 per month. In addition, users who maintain multiple accounts on either platform will be charged an extra €4 per month on the web and €5 on mobile devices for each additional account.
Meta has made it clear that current subscribers won’t need to take any action to benefit from the price reduction, as the change will be applied automatically.
New users will also be prompted to choose between subscribing for an ad-free experience or continuing to use the platforms with ads, but at a much lower price point than previously offered.
While Meta is reducing the cost of its ad-free subscription, it is also giving users who prefer not to subscribe a new option: less personalized ads. EU users who continue to access Facebook and Instagram for free will soon be able to select whether they want to see more generic ads, which will be less tailored to their specific interests.
The trade-off for those choosing to see less personalized ads is a decline in ad relevance. With less data being collected to inform ad targeting, users may encounter advertisements that are not as closely aligned with their preferences.
Despite the new options, Meta has reiterated its belief in the importance of personalized ads, which help businesses reach their target audiences.
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