Meta Platforms Inc (NASDAQ:META, ETR:FB2A, SWX:FB) will soon let UK users of Facebook and Instagram pay for an ad-free experience, echoing changes already introduced in the EU.
The company said subscriptions will cost £2.99 a month via web browsers and £3.99 on iOS and Android.
Those who pay will avoid adverts and have their data excluded from advertising systems, while free users will continue to see targeted ads.
The move follows pressure from regulators and the UK’s data protection authority over how personal data is used for marketing.
Meta said the option gives users more control, while still supporting its free services.
Advertising provides almost all of Meta’s revenue, so balancing privacy demands with its core business remains a critical challenge.