Users are receiving notifications from Facebook and Instagram, prompting them to decide whether they want to pay £3.99 a month to use the platforms ad-free or continue using them for free.
The subscription fee is aimed at eliminating personalized ads.
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The announcement of this subscription model was made by Meta, the parent company of Facebook and Instagram, in September.
If you have recently received a notification, here’s what you should consider before making a decision.
How much does it cost?
Users of the Facebook or Instagram app will be charged £3.99 per month to remove ads, while web users will pay £2.99.
Meta explained that the app subscription is priced higher due to additional fees imposed by Apple and Google as part of their purchasing policies.
These fees apply per account, with extra accounts incurring a charge of £2 per month for web users and £3 per month for app users.
This is one of the notifications that pop up when you log in
Who is receiving these notifications?
Meta stated that UK users over the age of 18 are being informed about the option to enjoy an ad-free experience.
The notifications appear when users log into their accounts or open the app.
Initially, the notification can be dismissed to allow users time to consider their choice, but eventually, a decision must be made before proceeding.
This popped up on Facebook when we tried to log in
What happens if you choose not to subscribe?
If you opt not to subscribe, you will continue to see personalized ads.
However, you still have the option to adjust your ad preferences in the settings, enabling you to control the ads you see and the data used to select them.
Meta has assured users that their personal data is not sold to advertisers.
Why is this subscription being introduced?
This change follows guidance from the UK’s Information Commissioner’s Office, which issued recommendations regarding ad-free subscription services last year.
Meta aims to offer users a clear choice regarding the use of their data for personalized advertising while maintaining the free accessibility and value that ad-supported internet provides to individuals, businesses, and platforms.
The «consent or pay» advertising model allows digital platforms to generate revenue from users who opt out of being tracked across various services.
Some media outlets have adopted a similar model, requesting users to accept cookies to access their content or choose to pay instead.