UK users will soon have an option that many have been clamouring for – but that few social platforms offer: a version of Instagram and Facebook without advertising, provided they pay for it. Meta will sell subscriptions for £2.99 a month on the web, and £3.99 on iOS or Android, with one purchase including both apps for use with one Meta account.
This will be rolled out in the next few weeks. The decision comes in response to intense pressure from UK regulators to give people a real option for opting out of having their data used for targeted advertising while also being able to use the services. The Information Commissioner’s Office is among those who have welcomed the move, describing it as a move towards clearer user choice and transparency under UK data protection law.
How the subscription works for Instagram and Facebook
The ad-free option eliminates ads on both Instagram and Facebook for the account subscribing to it. Pricing does vary by platform, with the web price undercutting the mobile price (they are both eclipsed slightly by your average app store). Families or businesses operating several profiles under a single Meta account should find the subscription carrying across those profiles on both apps, but extra accounts would need an additional plan.
Importantly, the standard versions of Instagram and Facebook will remain free and ad-supported. Users can continue as is, uproot to the ad-free subscription, or change advertising preferences in settings to dial back on personalisation without paying but with much less power than through a completely ad-free experience.
Why Meta is offering a paid ad-free option in the UK
The UK is following in a broader European trend towards “consent-first” advertising. Following several well-publicised judgments and guidance throughout Europe, Meta introduced paid ad-free options in the EU and EEA to offer an alternative to consenting to personalised ads. The UK — with the UK GDPR and ICO — has been pursuing remarkably similar goals: those using data must make it absolutely clear how they use our data, while also making the choice real.
Meta presents the UK launch as increasing user choice, but adds that it will also maintain a free tier of ad-supported services to fuel its marketing tools for businesses. Small businesses and creators depend on Meta’s reach and targeting to find customers; regulators, for their part, are keen that those tools not be premised on murky data practices. The subscription plan is a sensible middle ground.
Is the price tag for ad-free Instagram and Facebook justified?
At £2.99 on the web or £3.99 on mobile, it’s endearingly, stunned-by-its-sheer-audacity cheap compared to other ad-free social offerings.
Meta’s previous European prices for an ad-free bundle were relatively high, indicating that the UK could be a testing ground for wider take-up. For context, YouTube Premium costs a lot more but includes music and background playback; at this price, social media has hardly ever managed to make ad-free access pay off.
Value is a funny thing because it’s so subjective, but get to thinking about time spent and… Ofcom’s Online Nation reports that social apps such as these are the most used in the UK bar none, especially for 16–24s. Scroll Instagram or Facebook daily? No pre-rolls, no mid-feed ads, not even interruptions could feel like you’re getting minutes back every session.
For the casual user, the free tier — with a limited selection of ad settings — may do just fine.
Another angle is data. When you pay to go ad-free, the incentive to profile your behaviour for advertising tends to be less. Meta will continue to require some data in order to operate the service safely, but such an ad-free option mitigates the influence of your activity for ad targeting (a significant departure from its current ad-supported model).
What advertisers and creators can expect
Early adoption will probably be relatively modest, so ad reach won’t change significantly in the immediate future. Historically most people select the “free with ads” option when they have a choice — consider how slowly paid tiers were adopted on other social platforms vis-à-vis video or audio streaming. Even so, a minimal migration to ad-free might have an impact on campaign frequency caps and audience sizing and measurement models over time.
For creators, the effect could be more subtle. Revenue from ads that appear in the main feed is not widely shared across Instagram, which currently monetises through a combination of branded content, partnerships and new tools. An audience without ads could lend itself to more stickiness — fewer mid-roll interruptions mean higher session quality, which in turn could help organic reach and brand deals even with traditional ad impressions slipping a little.
Bottom line for people in the UK considering Meta’s plan
This is a true fork in the road — pay a monthly fee for a cleaner, quieter Instagram and Facebook, or continue using the products free with personalised advertising.
The ICO’s position is clear — people should be free to make this choice with user-friendly transparency. But Meta’s new option provides a price for attention and privacy trade-offs long baked into the advertising-delivered “free” experience.
And if you’re a heavy user or just sick of ads, the subscription price is easier to justify — particularly through the discounted web price. If you’re nervous, tweak your ad preferences first and then come back. Either way, the UK move heralds a new normal for social media: real choice, with real costs on both sides of the feed.