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Meta to Charge $14 Monthly for Ad-Free Instagram or Facebook in Europe Amid Regulatory Pressure

by Team Lumida
March 25, 2025
in Markets
Reading Time: 4 mins read
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Photo by Muhammad Asyfaul on Unsplash

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Key Takeaways:

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  • Meta plans to offer European users a subscription option for ad-free Instagram and Facebook, charging approximately $14 per month on mobile and $10.50 on desktop.
  • The move is a response to EU regulations requiring user consent for personalized ads, threatening Meta’s primary revenue model.
  • The subscription plan, called “SNA” (Subscription No Ads), marks a significant shift for Meta, which has long relied on free, ad-supported services.
  • EU regulators are reviewing the proposal, with concerns about whether the pricing makes the ad-free option inaccessible to most users.

What Happened?

Meta Platforms announced plans to introduce a subscription-based, ad-free option for Instagram and Facebook in Europe, charging users roughly €13 ($14) per month on mobile and €10 ($10.50) on desktop. The proposal, shared with EU regulators, aims to comply with stricter privacy laws that require user consent for personalized ads. The subscription option, called “SNA,” would allow users to either pay for an ad-free experience or continue using the platforms for free with personalized ads. This marks a major shift for Meta, whose CEO Mark Zuckerberg has long championed free, ad-supported services.


Why It Matters?

Meta’s move highlights the growing impact of EU regulations on global tech companies. The subscription plan is a direct response to privacy laws that threaten Meta’s ability to monetize user data through targeted ads, its primary revenue source. For investors, the shift underscores the challenges Meta faces in adapting to regulatory scrutiny while maintaining profitability. The pricing strategy, which mirrors other subscription services like YouTube Premium, could set a precedent for how social media platforms navigate privacy laws globally. However, concerns about affordability and accessibility may limit the plan’s adoption, potentially affecting Meta’s user base and revenue in Europe.


What’s Next?

Meta plans to roll out the subscription option in the coming months, pending regulatory approval. EU regulators will assess whether the pricing complies with laws requiring reasonable access to services for users who decline data-based ad targeting. Investors should monitor the plan’s impact on Meta’s European revenue, which currently averages $17.88 per Facebook user per quarter. Additionally, the outcome of ongoing legal challenges, such as Norway’s push for a bloc-wide ban on targeted ads, could influence Meta’s strategy. The success of the subscription model in Europe may also shape Meta’s approach to privacy regulations in other regions.

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© 2025 Lumida Wealth Management LLC is an SEC registered investment adviser. Privacy Policy. Cookies Policy.
Disclaimer Important Information This site is for informational purposes only. Information presented on this site does not constitute as investment advice.

Lumida Wealth Management LLC (‘Lumida”) is an SEC registered investment adviser. SEC registration does not constitute an endorsement of the firm by the Commission nor does it indicate that the adviser has attained a particular level of skill or ability.

Lumida's website (referred to herein as the "Website") is limited to the dissemination of general information pertaining to its advisory services, together with access to additional investment-related information, publications, and links. Accordingly, the publication of the Website on the Internet should not be construed by any client and/or prospective client Lumida’s solicitation to effect, or attempt to effect transactions in securities, or the rendering of personalized investment advice for compensation, over the Internet.

Any subsequent, direct communication by Lumida with a prospective client will be conducted by a representative that is either registered or qualifies for an exemption or exclusion from registration in the state where the prospective client resides.

‍Lead Capture Forms: By submitting your contact information in the forms on this site, you are not obligated to invest in Lumida's product or services.
‍Address: Lumida Wealth Management, 25 W 39th Street Suite 700, New York, NY 10018