New paid options are meant to address the UK’s Information Commissioner’s Office consent or pay guidance that says online services must allow users to pay a fee in order to “avoid their personal information being used for personalised advertising” — exactly what Meta is doing here. For now, the option is exclusive to the UK.

UK-based users are getting options to pay £2.99 (~$4) a month to opt out of ads on the web, or £3.99 (~$5) a month to remove ads from the Facebook and Instagram mobile apps. But of course, the traditional social media business model is built on ad revenue, and ads on Instagram and Facebook are pervasive in all markets.

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