Meta is going to cut the prices of its ad-free subscriptions for Facebook and Instagram by 40%. This includes subscriptions that are already running. The price cut is being introduced following pressure from European regulators.
For the Web version, the price drops from €9.99 to €5.99 per month, and for mobile subscriptions, the price goes from €12.99 to €7.99 per month.
For their part, free users will see less targeted advertising. Meta now only shows ads based on context.
The ad-free subscriptions were introduced exclusively in the European Union in October 2023. The company did so to comply with European legislation, such as the Digital Markets Act. But consumer groups thought the subscriptions were too expensive.
In March, 39 MEPs sent an open letter to Meta asking it to stop the pay-or-okay model.
Privacy organisation noyb has called the new offer another attempt to ignore EU law by forcing people to consent by offering large unclickable ads.
‘Less targeted’ advertising still uses personal information, namely age and location. Those who choose ‘less targeted’ advertising will additionally see large ads that cannot be skipped.
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