London, September 27, 2025 — Meta, the parent company of Facebook and Instagram, has rolled out a new subscription service in the United Kingdom that allows users to remove advertisements from its platforms. The option gives users aged 18 and above the choice to either continue using the apps for free with ads or pay for a completely ad-free experience.
The subscription will begin at ₹354 per month for users accessing the platforms via the web. Those using Android or iOS devices will pay slightly more, ₹472 per month, reflecting the service charges imposed by Apple and Google on mobile transactions.
Subscription Structure and Costs
Primary Account: The standard fee applies to the first account.
Additional Accounts: Web-based accounts will cost ₹236 per month, while mobile accounts will cost ₹354. For example, a user managing five accounts across Facebook and Instagram could pay as much as ₹1,900 per month in total.
Data Use: Once subscribed, user data will no longer be used for personalized advertising, ensuring a fully ad-free experience.
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Regulatory Context and Comparisons
This rollout follows a similar subscription model previously introduced in the European Union. In 2023, Meta launched subscriptions in the EU at €9.99 per month, later reduced to €5.99 after scrutiny under the Digital Markets Act. Regulators also required a free, low-data advertising option to ensure users had a choice.
In the U.K., however, users do not have a “less personalized” free option. They must either accept fully personalized ads or pay for an ad-free experience.
The U.K.’s Information Commissioner’s Office (ICO) welcomed the move, noting that it represents a shift from Meta’s prior practice of requiring personalized advertising by default. The regulator confirmed that Meta adjusted pricing in consultation with authorities to align with expectations.
Meta’s Strategic Aim
Meta has stated that the subscription aligns with U.K. regulatory frameworks while allowing the company to explore revenue streams beyond advertising. How users will respond—opting for ad-free access or continuing with ads—remains to be seen.
