Meta is considering implementing a payment system for European users of its Instagram and Facebook apps in order to comply with European Union regulations. Currently, these apps are available for free, but the technology company has suggested charging users in Europe approximately $13 per month to eliminate ads, according to sources from CBS MoneyWatch. This fee is similar to what competitors like YouTube Premium charge for their European accounts. The Wall Street Journal was the first to report on Meta’s plans.
Meta is obligated to adhere to European Union privacy rules, which prevent the company from personalizing ads based on users’ online activity. Facebook and Instagram, both free platforms, rely heavily on advertising revenue. The Irish Data Privacy Commissioner has previously fined the company for requiring users to consent to targeted ads based on their online behavior.
The new proposal for European users presents two options: continuing to use the free versions of Instagram and Facebook with personalized ads, or paying for ad-free subscriptions. Users in other countries, including the United States, will not be affected by these changes.
A source familiar with the matter informed CBS MoneyWatch that Meta’s proposal is not yet finalized, and the company continues to explore various options to comply with EU regulations.
“Meta values the free services supported by personalized ads. However, we are actively exploring ways to ensure compliance with evolving regulatory requirements,” stated a spokesperson from Meta in response to CBS MoneyWatch.
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