Call it Meta, or call it Facebook, the embattled social media empire has been forced to introduce an advertisement free plan for its users in Europe. This will also include Facebook’s Instagram platform.
Meta/Facebook explained that the company is now making such an ad-free offer in order to comply with what it called “evolving European regulations.”
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Meta is introducing the new subscription option in the EU, EEA (European Economic Area) and Switzerland. Starting in November, the company will offer people who use Facebook or Instagram and reside in these regions the choice to continue using these personalized services for free with ads, or to subscribe to the new service and no longer see ads. And Meta also pledged that the personal information of those who pay for the subscription service will not be sold to third parties.
Unfortunately, Facebook is not offering the latter free of charge, as it should.
As for the new deal, it may very well be just as likely that Facebook is making the offer not only because of pressure from world governments over privacy issues, but due to a marketing scheme.
Facebook has been bleeding subscribers recently. And the ones who are most valuable to it as a source of advertising revenue – the younger generations – are the least likely to take the deal. They would rather put up with the ads than pay money for a service that has always been free.
However, older users may be inclined to pay the fee if it is not too high. And as the entire world knows, the older generations of Internet users, as with television viewers, bring in businesses the least from advertising revenue.
But Meta explained its reasons for the change saying, “We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status. It also allows small businesses to reach potential customers, grow their business and create new markets, driving growth in the European economy.”
For now, Meta/Facebook is charging €9.99 ($10.60)/month on the web or €12.99 ($13.80)/month on iOS and Android devices. Regardless of where you purchase, said Facebook, the subscription will apply to all linked Facebook and Instagram accounts in a user’s Accounts Center. This comes to anywhere from $125 to $165 per year.
Meta/Facebook also reassured its advertisers that they will be able to continue running personalized advertising campaigns in Europe to reach those who choose to continue to receive a free, ad-supported online service.
