In accordance with EU data privacy regulations, monthly charges of €12.99 for smartphone users and €9.99 for desktop users have been introduced
Adhering to the data privacy regulations of the European Union, Meta, the parent company of Facebook and Instagram, is set to implement monthly charges for users in the region. Starting in November, desktop browser users can subscribe for €9.99 ($10.50) per month, while Apple iOS and Android users will face charges of approximately €12.99. The slightly higher fees for mobile users account for commissions imposed by the Apple and Google app stores for in-app transactions, as stated in a company blog post.
The subscription fee will cover all connected Facebook and Instagram accounts until March, after which Meta will introduce charges of €6 for each additional account on web platforms and €8 for smartphones.
Meta is introducing this subscription option in response to a ruling from the European Union’s highest court. The court mandated that, in accordance with EU data privacy regulations, the company cannot use personal data to customize ads for users without obtaining their prior consent. Meta’s primary revenue model relies on tailoring advertisements to individual users based on their online preferences and digital behavior.
As per a Meta blog post, “We believe in an internet supported by ads, providing people access to personalized products and services, irrespective of their financial situation.” The company also expressed its regard for “the essence and intent of these evolving European regulations” and its dedication to compliance. In accordance with the EU’s Digital Markets Act legislation, Meta platforms will need to obtain explicit consent before tracking users for advertising purposes.
The introduction of the paid option, according to the company’s statement, “strikes a balance between the demands of European regulators, user choice, and Meta’s ongoing commitment to serving all individuals.” Recent reports suggest that European regulators are scrutinizing the cost of these services and whether they may be overly expensive for individuals who prefer not to receive targeted advertisements.
Users aged 18 and older residing in the European Union’s 27 member states, along with Switzerland, Norway, Iceland, and Liechtenstein, will still have the option to use Facebook or Instagram with ads.
In response to the European privacy ruling, Meta mentioned its exploration of ways to provide teenagers with a constructive and responsible advertising experience.