Trial of ad-free Facebook and Instagram subscriptions launches in UK

Facebook and Instagram are trialling advert-free paid subscriptions for users in the UK.

Technology giant Meta announced in September that users of the social media platforms will be asked to choose between paying for the subscription or continuing to use the apps for free with personalised ads.

In January, it was confirmed that the subscription would cost £2.99 per month on the web or £3.99 per month on iOS and Android.

Meta, which also owns WhatsApp, said its social media services are personalised, but when someone subscribes, their personal data will not be used to show them ads.

Those who choose to use the apps without paying will still be able to use tools and settings to “control their ads experience”, the tech giant said.

UK users reported receiving the notification this week, but have the option to dismiss it at first.

EU users have a fee of €5.99 (£5) a month for the same service.

In 2023, Meta rolled out a paid verification service that gives Facebook and Instagram users a blue tick for a monthly fee.

Meta said last year: “We’re making this change in response to recent regulatory guidance from the Information Commissioner’s Office (ICO).

“It will give people in the UK a clear choice about whether their data is used for personalised advertising, while preserving the free access and value that the ads-supported internet creates for people, businesses and platforms.

“Subscriptions, as an alternative to seeing personalised advertising, is a well-established and economically viable business model spanning many industries, from news publishing and gaming to music and entertainment.”