Meta is turning a new page in the book of social media monetisation by introducing a formal two-tier system for its UK users. The company is moving beyond a one-size-fits-all, ad-supported model to a hybrid approach where users can choose between a free service with ads or a paid “premium” service without them, marking a new chapter for Facebook and Instagram.
The premium tier, designed for users who want an uninterrupted experience, will cost £3.99 per month on mobile and £2.99 per month on the web. A single subscription will apply to linked Facebook and Instagram accounts, creating a clear distinction between standard and premium users for the first time on these platforms.
This strategic shift is a direct response to the UK’s data regulator, the Information Commissioner’s Office (ICO), which has approved the two-tier system. The ICO had criticised Meta’s previous model for lacking user choice, and it views the new subscription option as a lawful way to obtain user consent for ad targeting, as a free alternative remains available.
This new chapter, however, is being written differently in the European Union. The EU has rejected the two-tier model, with the European Commission fining Meta €200m for what it calls a coercive “pay-for-privacy” scheme. This conflicting interpretation of user choice highlights a fundamental schism in European digital regulation.
The UK’s endorsement of this freemium model positions it as a key market for the future of social media. As noted by legal experts, the UK’s “pro-business” approach is allowing Meta to pioneer a new monetisation strategy that could eventually be adopted by other platforms if proven successful.