Bangalore: Meta Platforms has unveiled its latest initiative on Monday, announcing the launch of subscription plans for European users of Facebook and Instagram. This move is in response to European Union regulations and offers an ad-free experience on these social media platforms. Subscribers residing in the EU, European Economic Area, and Switzerland can access these monthly subscription plans at a rate of 9.99 euros ($10.58) for web users, while iOS and Android users will be required to pay 12.99 euros per month.

The stringent EU regulations have posed a significant challenge to Meta's ability to personalize ads for users without their explicit consent, potentially impacting its primary revenue stream. As the world's most popular social media network, Meta has been grappling with antitrust pressures in the EU. In July, it suffered a legal setback when Europe's top court upheld the German antitrust watchdog's authority to investigate privacy breaches, backing their data protection order.

By offering users the option to choose between a free, ad-supported plan and a paid subscription that's ad-free, Meta aims to navigate the regulatory landscape without compromising its advertising business. This strategic move allows users to exercise their preference and aids Meta in adhering to the regulations effectively.

Earlier this year, Meta faced a substantial fine of 390 million euros from Ireland's Data Privacy Commissioner. The company was also prohibited from relying on the "contract" as a legal basis for targeting users with ads based on their online activity. In response to evolving regulatory requirements in the region, Meta expressed its intention to seek user consent within the EU before enabling businesses to deliver targeted advertisements.

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