Meta launches £2.99/month ad-free subscription for Facebook, Instagram

The first Meta account will be billed at £2.99 on the web or £3.99 on mobile, while each additional account added to the Meta Accounts Center will cost an extra £2 per month on the web or £3 on mobile

by e4m Staff
Published: Sep 26, 2025 7:59 PM | 2 min read

Meta is introducing a paid ad-free subscription for Facebook and Instagram in the UK, priced at £2.99 per month on the web and £3.99 per month on iOS and Android, the company announced. The option will roll out over the coming weeks following guidance from the Information Commissioner’s Office (ICO).

The move comes as Meta highlights the economic impact of its advertising tools. The company said its ad technologies generated £65 billion in economic activity and supported more than 357,000 jobs in the UK in 2024. “Personalised advertising tools can continue to be engines of growth and productivity for companies up and down the country,” Meta stated.

Under the new model, the first Meta account will be billed at £2.99 on the web or £3.99 on mobile, while each additional account added to the Meta Accounts Center will cost an extra £2 per month on the web

or £3 on mobile. The higher mobile rates reflect fees charged by Apple and Google.

Users who do not subscribe will continue to see ads but will retain access to all existing controls, such as ad preferences and data-use settings. “Those who choose to use our services for free will still be able to use all of the tools and settings that empower people to control their ads experience,” Meta noted.

The company stressed that the change balances privacy concerns with its long-standing ad-supported model. “We’re making this change in response to recent regulatory guidance from the 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.”

Meta also contrasted the UK’s regulatory approach with that of the European Union. “EU regulators continue to overreach by requiring us to provide a less personalised ads experience that goes beyond what the law requires, creating a worse experience for users and businesses. In contrast, the UK’s more pro-growth and pro-innovation regulatory environment allows for a clearer choice for users.”

Despite offering the subscription, Meta reaffirmed its commitment to personalised ads. “We continue to believe in an ad-supported internet, which ensures free access to personalised products and services for all,” it said. The company added that its ads are a powerful revenue driver for local businesses: “Every pound spent on our ads drives on average £3.82 in revenues for those UK businesses choosing to advertise.”