Meta plans to test exclusive features that will be incorporated in paid versions of Facebook, Instagram, and WhatsApp. It confirmed these plans to TechCrunch.

But these plans are not to be confused with the ad-free subscription options that Meta introduced for Facebook and Instagram in the EU, the European Economic Area, and Switzerland in late 2023 and framed as a way to comply with General Data Protection Regulation (GDPR) and Digital Markets Act requirements.

From November 2023, users in those regions could either keep using the services for free with personalized ads or pay a monthly fee for an ad‑free experience. European rules require Meta to get users’ consent in order to show them targeted ads, so this was an obvious attempt to recoup advertising revenue when users declined to give that consent.

This year, users in the UK were given the same choice: use Meta’s products for free or subscribe to use them without ads. But only grudgingly, judging by the tone in the offer… “As part of laws in your region, you have a choice.”

The ad-free option that has been rolling out coincides with the announcement of Meta’s premium subscriptions.

That ad-free option, however, is not what Meta is talking about now.

The newly announced plans are not about ads, and they are also separate from Meta Verified, which starts at around $15 a month and focuses on creators and businesses, offering a verification badge, better support, and anti‑impersonation protection.

Instead, these new subscriptions are likely to focus on additional features—more control over how users share and connect, and possibly tools such as expanded AI capabilities, unlimited audience lists, seeing who you follow that doesn’t follow you back, or viewing stories without the poster knowing it was you.

These examples are unconfirmed. All we know for sure is that Meta plans to test new paid features to see which ones users are willing to pay for and how much they can charge.

Meta has said these features will focus on productivity, creativity, and expanded AI.

My opinion

Unfortunately, this feels like another refusal to listen.

Most of us aren’t asking for more AI in our feeds. We’re asking for a basic sense of control: control over who sees us, what’s tracked about us, and how our data is used to feed an algorithm designed to keep us scrolling.

Users shouldn’t have to choose between being mined for behavioral data or paying a monthly fee just to be left alone. The message baked into “pay or be profiled” is that privacy is now a luxury good, not a default right. But while regulators keep saying the model is unlawful, the experience on the ground still nudges people toward the path of least resistance: accept the tracking and move on.

Even then, this level of choice is only available to users in Europe.

Why not offer the same option to users in the US? Or will it take stronger US privacy regulation to make that happen?

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About the author

Was a Microsoft MVP in consumer security for 12 years running. Can speak four languages. Smells of rich mahogany and leather-bound books.