Meta has announced key changes to Facebook and Instagram services in the European Union, including a significant reduction in the subscription price for an ad-free experience.
Starting November 13, 2024, EU users will have the option to subscribe at a lower monthly rate or continue using the services for free with ads. Additionally, Meta is introducing a new option for free users to opt for “less personalized ads.”
Price Reduction for Ad-Free Subscription
Meta has reduced the price of its monthly subscription for an ad-free experience.
- The web subscription price will decrease from €9.99 to €5.99 per month.
- The subscription price on iOS and Android will drop from €12.99 to €7.99 per month.
- Additional Facebook or Instagram accounts will cost €4/month on the web or €5/month on iOS/Android.
Existing subscribers will automatically see the new prices without needing to take any action. Meta also confirmed that they would prompt EU users again to choose whether they want to subscribe at the new price or opt for a free, ad-supported experience.
Less Personalized Ads for Free Users
Meta is introducing a new option for EU users who prefer to see fewer personalized ads. This feature will show ads based on basic information such as location, age, and gender, rather than relying on personalized targeting.
While the ads will be less tailored to individual preferences, they will still be relevant to the user’s current session. This change is in response to regulatory demands in the EU, with Meta aiming to continue offering a free service while respecting privacy concerns.
Details on Less Personalized Ads
While less personalized ads provide users with more control over their data, they may result in ads that are less relevant to their interests. Meta also plans to introduce unskippable ad breaks, allowing advertisers to reach a wider audience.
This move is designed to provide value to advertisers and help keep the service free for users. EU users will be prompted to choose this option, and they can adjust their ad preferences at any time.
Value of Personalized Ads
Meta emphasized the value of personalized ads for both businesses and users. Personalized advertising allows users to connect with relevant brands and products, which is particularly beneficial for small businesses.
In the EU, small businesses account for over 99% of companies and employ more than 100 million people. Personalized ads are crucial for these businesses to effectively target their audience.
According to Meta, European businesses generate €107 billion annually from personalized ads, contributing to economic growth and supporting jobs.
Commitment to EU Regulations
Meta reiterated that while these changes were made in response to regulatory pressures, personalized advertising remains the best option for delivering valuable experiences to both users and businesses. Meta expects that most users will continue to choose personalized ads despite the expanded options.
Pricing and Availability
Effective from November 13, 2024, the new subscription prices will apply, with the following details for additional accounts:
- Web Subscription: €5.99/month (USD 6.36 / Rs. 535 approx.)
- iOS/Android Subscription: €7.99/month (USD 8.48 / Rs. 715 approx.)
- Additional accounts: €4/month (USD 4.25 / Rs. 360 approx.) on the web and €5/month (USD 5.31 / Rs. 447.94 approx.) on iOS/Android.
Announcing the updates, Meta posted,
We strongly believe that personalized ads are a crucial part of the ad-supported internet, which has provided free online services to hundreds of millions of EU citizens and billions of people globally. We will continue to support regulations that promote the responsible use of personalized advertising, enabling us to sustain the high-quality, free services that users have come to expect from us.