Meta Introduces Paid Subscription Option To Remove Ads On Facebook And Instagram

Meta has informed users overnight that changes are being made to how advertising works across its platforms, including Facebook and Instagram, following updated legal requirements in parts of Europe and the UK.

The move was first signalled in September last year, after regulators raised concerns about how personal data is processed and used for advertising purposes. In response, Meta announced it would offer users a clear choice: continue using its platforms for free with personalised adverts, or pay a monthly subscription to remove ads altogether.

The company says it is updating its Terms of Service and Meta Privacy Policy to introduce a new choice for users: continue using its products for free with adverts, or subscribe to use them without ads.

The changes will take effect on 4 March 2026, and users will be required to choose to continue using Meta’s products.

What is changing

Under the new system, Meta will continue to show adverts on many of its products. However, users will now be given two clear options:

• Use Meta products for free with ads, where personal information may be used to personalise advertising, or

• Pay a monthly subscription to remove ads, where user information will no longer be used for advertising purposes.

Meta says the update reflects changing laws in the region and aims to give people more control over how their data is used.

What happens if you subscribe

If you choose to subscribe:

• You will no longer see ads when using Facebook or Instagram accounts linked in the same Accounts Centre

• Your information will not be used for advertising

• You will still see posts, messages and branded content from businesses and creators you follow

• All core features such as Feed, Stories and Reels will remain available

• Some ad-related settings will no longer apply and will be removed from your account

• Your ability to advertise or monetise using ads may be limited

The subscription applies across both websites and apps, regardless of where it was purchased.

Once subscribed, ads should stop appearing within 24 hours, or after restarting the app. Facebook Lite users may need to close the app for at least ten minutes for the change to take effect.

Pricing explained

The cost of a no-ads subscription depends on how you sign up and how many accounts are linked within your Accounts Centre.

Subscribing via Facebook.com or Instagram.com

• £2.99 per month for one account

• £2 per month for each additional account in the same Accounts Centre

Subscribing via Apple App Store or Google Play Store

• £3.99 per month for one account

• £3 per month for each additional account in the same Accounts Centre

Meta notes that prices may vary slightly depending on currency exchange rates, local taxes and in-app purchase pricing structures.

You will only be charged for accounts on platforms where ads are currently shown, but the choice applies to all accounts within the same Accounts Centre.

Accounts Centre and multiple accounts

The subscription decision applies to all accounts grouped within the same Accounts Centre.

If you have Facebook or Instagram accounts that are not linked, you will need to make a separate choice for each account or add them to the same Accounts Centre.

Meta says users can manage this by adding or removing accounts within their Accounts Centre settings.

If you do not want to subscribe

Users who do not wish to pay can continue using Meta’s products for free with ads, as before.

Meta says it remains committed to user privacy and data security regardless of which option is chosen, directing users to its Privacy Policy and Cookies Policy for further details.

Managing or cancelling a subscription

If you subscribe through the Apple App Store or Google Play Store, any changes or cancellations must be made while signed in to the same Apple ID or Google account used for the purchase.

Users who are not signed in to the correct account will be unable to cancel or modify their subscription.

What this means in practice

The change formalises a clear trade-off: users can either pay with money to avoid ads, or continue using Meta’s platforms for free with advertising and personalised data use.

Meta says the move is designed to meet regulatory requirements while offering transparency and choice, with the updated terms taking effect from 4 March 2026.