The plan, which could potentially cost €10 ($10.49) per month, is a response to EU rules that threaten the company’s ability to tailor ads to users without their consent, negatively impacting its primary source of revenue.
Meta strives to comply with the rules without affecting advertising operations by offering a free, ad-supported plan or a paid subscription, which may encourage users to choose the former.
Earlier this year, Meta was fined €390 million by Ireland’s Data Privacy Commissioner, who ruled that the company cannot use the so-called “contract” as a legal basis to send ads to users based on their online activity.
In response, the social media company said it would ask users in the EU for their consent before allowing companies to target ads.
A Meta spokesperson said the company believes in “free services supported by personalized ads,” but is exploring “options to ensure we comply with changing regulatory requirements.”