Meta cut subscription prices by 40% for EU users on Facebook and Instagram
Meta has announced a price reduction for its ad-free subscription service in the EU. “Today, we are announcing important changes to Facebook and Instagram in the EU, including reducing the price of subscription for no ads by 40%.”
Starting tomorrow, the platforms will lower the monthly subscription cost by 40%, with prices dropping to €5.99 per month on the web (down from €9.99) and €7.99 per month on iOS and Android (down from €12.99). The cost for each extra account will also be reduced to €4/month on the web and €5/month on mobile devices.
In addition to the lower ad-free subscription cost, EU users have the option to access Facebook and Instagram for free with “less personalized ads.” This option offers an alternative for users who prefer limited data tracking while keeping the services free, the platform said.
Meta’s compliance with EU laws
This price cut aligns with Meta’s ongoing efforts to comply with the EU’s privacy regulations including the General Data Protection Regulation (GDPR) and the Digital Markets Act (DMA). These EU regulations require social platforms to offer users a way to access services without personalized ads.
Meta introduced the ad-free subscription model in the EU in late 2023. This came as a response to regulations that enforce options beyond data-driven advertising. The company was fined over $400 million last year for privacy breaches.
Pedro Pavón, Meta’s global policy director, via LinkedIn, said its changes meet the EU regulatory requirements. “Our thinking was that if we gave EU users the choice to pay to not see any ads or to continue to use the services for free with personalized ads, we would be increasing user choice and control and meeting GDPR and DMA requirements,” he said.
Pavón also said the adjustments “go beyond what’s required” by regulatory standards." "I still believe that a choice to subscribe or continue to access the services for free is a legal and well-established business model that complies with EU law. But regulators disagreed and pushed for us further,” Pavón wrote.
Since EU regulations restrict how companies can use consumer data for ad targeting, Meta has had to adapt its revenue model. For example, it took nearly half a year before Meta could launch its Threads app in the EU. Meta has also paused plans to launch its AI chatbot tools in this region due to regulatory challenges on its data usage for artificial intelligence.