Meta, the parent company of Facebook and Instagram, has announced the launch of paid subscriptions for UK users who can have an ad-free experience. This move, which follows a similar rollout across the EU, marks a significant shift in how the social media giant is balancing privacy, personalisation, and platform monetisation.
Users will be given the choice to continue using Meta’s platforms for free with ads or to pay a monthly fee to remove advertising entirely. Pricing begins at £2.99 per month on the web, or £3.99 on iOS and Android, due to transaction fees charged by Apple and Google.
Meta says the change offers users a clear choice over how their data is used while preserving free access for those who opt for the ad-supported version. Unlike in the EU, however, UK users will not have the option to see “less personalised” ads. They can either subscribe to no ads or continue to see fully personalised ones.
What this means for influencer marketers
For influencer marketers, this development represents a positive shift in the digital advertising landscape. By introducing a subscription model, Meta is likely to create a more defined split between users who value a completely ad-free experience and those who remain with ads shown to them.
This will help marketers and brands focus their ad spend more effectively. Those who continue to see ads are actively opting in to the ad-supported model, meaning they are more receptive to seeing content and, by extension, influencer collaborations that appear in sponsored placements.
In essence, the audience pool for paid promotions may become smaller, but also more engaged and intentional. Influencer marketers can expect clearer audience data, improved campaign targeting, and stronger alignment between brand messaging and consumer interest.
Meta’s Instagram and Facebook pricing is lowest in the UK
Meta has emphasised that the UK pricing is among the lowest of its kind globally, positioning it as a “pro-growth and pro-innovation” approach compared to stricter EU rules.
For influencer marketers, Meta’s new subscription for Instagram and Facebook is not a setback, but an opportunity. It will refine the ad environment, ensuring that advertising efforts reach users who are genuinely open to seeing branded content.
As the UK becomes one of the first markets outside the EU to adopt this model, marketers who adapt early will be best positioned to benefit from a more focused and responsive audience base.
