It’s somewhat unusual to exist in a society where obtaining a discount for steering clear of advertisements is possible, yet here we find ourselves.

On Tuesday, **Meta** revealed a notable reduction in the price of its ad-free subscription tier within the EU. The fee will drop by 40%, lowering from €9.99 to €5.99 for users on the web, and from €12.99 to €7.99 on iOS and Android. If you possess extra **Facebook** or **Instagram** accounts, the charge will be €4 on the web and €5 on mobile devices.

**SEE ALSO**: [I tried out Facebook’s ad-free tier. Here’s what it’s like.](https://mashable.com/article/facebook-ad-free-review)

Meta also disclosed plans to offer a new choice for EU users to keep utilizing Facebook and Instagram for free, albeit with “less personalized ads.” This indicates that the company will gather and utilize considerably fewer data points to target advertisements, rendering them less customized to personal preferences. Nonetheless, Meta highlighted that research indicates both users and businesses favor personalized ads, which the company asserts will “always be the foundation of a free and inclusive internet.”

**SEE ALSO**: [Meta allegedly considering ad-free, paid version of its EU apps](https://mashable.com/article/meta-eu-apps-paid-no-ads)

In a [blog post](https://about.fb.com/news/2024/11/facebook-and-instagram-to-offer-subscription-for-no-ads-in-europe/), Meta articulated that in the upcoming weeks, EU users who choose to use Facebook and Instagram for free with advertisements will have the alternative to encounter “less personalized ads.” These advertisements will rely on minimal data, such as the user’s age, location, gender, and their interactions with ads, as well as the context of their viewing during a session on the platforms.

This announcement comes on the heels of Meta’s decision last year to provide a paid, ad-free subscription option for users across the EU, EEA, and Switzerland.