Meta announced Friday that Facebook and Instagram users in the UK will be able to buy ad-free subscriptions, extending a model already in place in Europe, to comply with regulation.

Starting in the coming weeks, UK-based users can opt out of personalised ads by paying a monthly fee of £2.99 ($4) on the web, or £3.99 via iOS and Android apps.

The US tech giant said the move comes "in response to recent UK regulatory guidance," noting that the subscription model gives users a choice over whether to allow personalised ads.

The UK price will be lower than what is offered in the European Union, where ad-free subscriptions start at 5.99 euros ($7) per month.

Meta first announced its ad-free option in the EU at the end of 2023 to comply with tougher regulation intended to rein in big tech.

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