Meta, formerly known as Facebook, is rolling out monthly subscription fees for users in Europe on its social media platforms, Facebook and Instagram. This strategic move comes as a response to new European Union regulations aimed at curbing Meta’s data collection practices for personalised advertisements.

The subscription service, named Meta+, offers an ad-free experience on both platforms along with exclusive content. Pricing for the service is set at €9.99 ($10.60) per month for web users and €12.99 ($13.79) for mobile app users. Initially, a single subscription covers all linked accounts. However, starting from March 2024, additional accounts will incur an additional €6 ($6.37) monthly fee for web and €8 ($8.49) for mobile.

This step aligns with the European Union’s General Data Protection Regulation (GDPR), which imposes requirements for user consent in personalised ad data processing. In July, the EU’s Court of Justice ruled that Meta had violated GDPR by transferring user data from Europe to the US without adequate protections. Consequently, Meta stopped using user data for personalised ads in Europe unless explicitly authorised by users.

Meta will continue to offer ad-supported versions of Facebook and Instagram in Europe. Users will have the choice to opt-in to receive personalised ads; otherwise, they will be presented with generic, non-targeted advertisements. Users will also have the flexibility to adjust their settings at any time to influence the types of ads they receive and the data used for targeting.

The subscription service will be launched in Europe in November 2023. Users can sign up for Meta+ either through their Facebook or Instagram accounts or via a dedicated website. Meta plans to closely evaluate user feedback and performance, with the possibility of expanding the subscription service to other regions in the future.