Meta, the parent company of Instagram and Facebook, has unveiled subscription plans allowing users in the European Union, as well as Iceland, Liechtenstein, Norway, and Switzerland, to opt out of targeted ads for a monthly fee.

Priced at €9.99 ($10.60) on the web and €12.99 ($13.78) on iOS and Android, the subscription aims to align with European regulations addressing privacy concerns related to personalized ads.

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The company plans to implement an additional monthly fee for extra accounts listed in a user’s Account Center starting in March.

Despite the subscription option, free access with ads remains available.