Meta, the parent company of Facebook and Instagram has introduced users the option to pay for a subscription to remove advertisements from the platforms for most users in Europe.

Users will have to decide whether they prefer ad-free access or are willing to continue viewing personalized advertisements.

The monthly subscription plans will cost €9.99 (£8.72) for web users, while iOS and Android users will need to pay €12.99 (£11.35) a month. Users can add additional linked accounts for an extra fee of €6 (£5.24).

Earlier this year, Meta was fined €390 million (£340 million) for violating EU data rules related to advertising.

The EU ruled that Meta could not compel users to accept data usage terms or leave the platforms, and instead, it must seek user consent.

Meta’s decision to offer a choice between a free, ad-supported plan and a paid ad-free subscription is an attempt to address evolving EU regulatory requirements while preserving its ad business, which is a significant source of revenue for the company.

Meta has emphasized that the introduction of paid subscriptions is not primarily a revenue-generation strategy.

In a blog post, the company stated, “We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status. The option for people to purchase a subscription for no ads balances the requirements of European regulators while giving users choice and allowing Meta to continue serving all people in the EU, EEA, and Switzerland. We respect the spirit and purpose of these evolving European regulations and are committed to complying with them.”

Notably, X (formerly known as Twitter) owned by Elon Musk, has previously introduced a paid subscription service.