Facebook and Instagram users across the UK are now being greeted by a new popup from Meta, asking them to make a choice:
Subscribe for £2.99/month ad-free experience or continue using the platforms for free with personalised ads.
What’s Happening – Facebook will charge £2.99 per account
Facebook and Instagram to get £2.99 UK subscription fees, Facebook has introduced a new subscription model for users in the UK in response to data protection laws. The popup reads:
“Want to subscribe or continue using our Products for free with ads?
As part of laws in your region, you can choose whether you see ads and how we use your info.”
Users now have two options:
- Subscribe to use without ads — £2.99/month on web or £3.99/month on mobile.
- No personalised ads
- Data not used for ad targeting
- A single payment covers both Facebook and Instagram if accounts are linked.
- Use for free with ads — Continue using the platforms as before, but data will be used for personalised advertising.
Meta said the change “gives people based in the UK the choice between continuing to use Facebook and Instagram for free with personalised ads, or subscribing to stop seeing ads.”
Why the Change – New £3.99 charge for Facebook and Instagram?
This move comes after growing regulatory pressure in Europe around how Meta uses personal data for advertising.
The European Commission previously fined Meta €200 million for breaching digital market rules and stated the company should have offered a less intrusive ad model based only on basic data (like age, gender, and location).
In contrast, the UK’s Information Commissioner’s Office (ICO) has welcomed Meta’s decision, saying it aligns with UK privacy law by giving users a genuine choice.
“This moves Meta away from targeting users with ads as part of standard terms and conditions, which we’ve been clear is not in line with UK law,” said an ICO spokesperson.
What This Means for Users – Facebook and Instagram users will now have to pay £2.99/£3.99
For everyday users, Facebook is not suddenly charging a mandatory fee.
You can still use Facebook and Instagram for free, but your data will continue to be used for targeted ads — as it always has been.
If you prefer privacy and an ad-free experience, you can now pay:
- £2.99/month on web
- £3.99/month on iOS or Android apps
If you have linked Facebook and Instagram accounts, you’ll only need one subscription.
Bigger Picture
This is a significant moment in the evolution of social media economics.
It represents a shift from data-driven advertising toward paid privacy models, and could set a precedent for other tech giants like TikTok, YouTube, and Snapchat.
As Gareth Oldale, a UK privacy lawyer, noted:
“The ICO’s support for Meta’s subscription service shows divergence between the EU and UK. It’s pro-business and reflects the government’s push to grow the digital economy.”
The Hidden Cost: How Facebook’s £3.99 Move Could Hit Its User Numbers
The impact on Facebook’s user base in the UK and EU could be significant, not because of the price itself, but because of confusion, poor communication, and public mistrust.
When users first see a popup saying “Pay £3.99/£2.99 to continue using Facebook”, many will instantly assume it’s a scam.
After all, people have spent over a decade believing Facebook is “free forever.” The idea of paying for access will come as a genuine shock.
Facebook has already lost much of its younger audience, the 13–35 age group has migrated to platforms like TikTok, Snapchat, and X (Twitter).
What remains is largely a 40+ demographic who use Facebook to keep in touch with family, run community pages, or promote small businesses.
For many, Facebook has become more of a digital scrapbook than a social frontier, a place where June in Yorkshire keeps up with Henry in Australia, sharing meals, memories, and the occasional birthday wish.
So why would anyone pay for something they’ve long accepted as free, especially after years of willingly trading privacy and personal data for connection?
The new £3.99 subscription might not devastate Meta’s profits globally, but it could accelerate user decline in the UK and EU, where privacy awareness and digital fatigue are already high.
In contrast, regions like Asia, Africa, and Latin America, where Facebook still dominates communication and commerce, are unlikely to be affected.
Meta’s real challenge now isn’t just legal compliance, it’s winning back user trust in a world that’s increasingly sceptical of Big Tech’s motives.
Key Takeaways – About Facebooks New Subscription for no ads
- Facebook and Instagram remain free for users who accept personalised ads.
- Ad-free access costs £2.99/month (web) or £3.99/month (mobile).
- The move is part of Meta’s compliance with UK and EU data privacy laws.
- Users can switch between free or paid models anytime, or download their data and leave.
In short:
Facebook isn’t charging everyone to use Facebook, it’s offering you a choice:
👉 Pay for privacy, or stay free with ads.
🗣️ Author’s Insight
I’ve been off Facebook for years , only dipping back in occasionally for business promotion or to find an old friend abroad. Like many others, I now spend more time between X and TikTok.
For those still on Facebook, it’s less about social discovery and more about staying connected to familiar faces. Paying £3.99 a month for that? I doubt most will see the value.
