Individuals in the United Kingdom will shortly have the choice to purchase an ad-free edition of Instagram and Facebook.

Subscriptions will start at £2.99/month on the web or £3.99/month on iOS and Android. The precise timeframe for this implementation remains uncertain, with Meta mentioning in a statement that it would be rolled out “over the coming weeks.” The fee pertains to each Meta account, implying it should encompass both Instagram and Facebook if a user accesses both services.

“The UK’s more growth-oriented and innovation-friendly regulatory landscape will offer additional options for users, sustained complimentary access to Facebook and Instagram for those who prefer that alternative, and continued assistance for businesses that depend on our tailored advertising tools as a mechanism for growth and productivity,” the company remarked.

This move by Meta is in reaction to UK regulatory initiatives and guidance from the Information Commissioner’s Office (ICO). The idea is that people should be able to decline having their data utilized in advertisements. The ICO has voiced support for this modification.

“This moves Meta away from directing ads at users as part of the standard terms and conditions for utilizing its Facebook and Instagram platforms, which we’ve made clear does not comply with UK law,” the office stated in a release. “Individuals must receive genuine transparency and options regarding the use of their information.”