Overview

• UK users aged 18 and over will start seeing dismissible notifications in the coming weeks offering a choice to subscribe or keep using the services with personalised ads.
• Pricing is set at £2.99 per month on the web and £3.99 on iOS or Android for the first account, with the higher mobile price attributed to Apple and Google’s app‑store fees.
• A subscription applies across Facebook and Instagram accounts linked in Meta Accounts Center, with each additional account costing £2 on the web or £3 on mobile.
• Meta says subscribers’ personal data will not be used to show them ads, while non‑subscribers will continue to receive personalised advertising with existing ad‑control tools.
• The ICO welcomed the move and will oversee its rollout, as EU actions—including a €200m fine and demands for a free, less‑personalised option—remain an unresolved backdrop.