Meta Platforms Inc. is preparing to introduce paid, ad-free versions of Facebook and Instagram in the UK, offering users a new way to access the platforms without advertisements.

In the coming weeks, users will have the option to pay £2.99 per month for an ad-free experience on the web, or £3.99 for access via the iOS or Android apps. Meta explained the higher mobile price is due to app store fees charged by Apple and Google.

The move is part of Meta’s ongoing efforts to balance user privacy expectations — particularly in Europe — with its heavy reliance on advertising revenue, which made up 97% of its income last year. Users aged 18 and older will be notified of the new subscription option, though they can still continue using the platforms for free with ads.

Meta previously rolled out a similar subscription model in the European Union in 2023 but faced a €200 million ($232 million) fine in April for failing to comply with the EU’s digital competition laws. Regulators claimed users weren’t given a true choice. The company adjusted its approach, but the European Commission requested further changes in July and warned of potential daily fines if those weren’t sufficient.

Unlike the EU, the UK has taken a more lenient stance on digital privacy since leaving the bloc. Meta stated it had held detailed discussions with the UK’s Information Commissioner’s Office (ICO), which has given the green light for the rollout.

“This approach distinguishes the UK from the EU, where regulatory demands have gone beyond legal requirements and risk worsening the experience for users and businesses,” Meta said.

The ICO welcomed the new model, stating that it moves away from making ad targeting a mandatory part of using Meta’s services — something the regulator had previously said violated UK law.