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Brussels, Belgium: Meta, the parent company of Facebook and Instagram, is proposing a significant reduction in subscription fees for its ad-free tiers in Europe. This move comes in response to concerns raised by privacy regulators and consumer groups regarding the company’s previous pricing structure.

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Under the proposed plan, the monthly fee would drop from €9.99 to €5.99 for a single account, with additional accounts at €4 each. This represents a near-50% reduction in cost.

The decision follows criticism that Meta’s initial subscription model forced users to choose between targeted advertising and privacy. European regulations, like the Digital Markets Act (DMA), restrict Meta’s ability to show personalized ads without explicit user consent.

“We are offering a balanced solution that respects both user privacy and the need for a sustainable business model,” Meta’s lawyer Tim Lamb said. He emphasized the urgency of reaching an agreement with regulators. It is to avoid potential fines under the DMA, which can reach up to 10% of global revenue.

The fee reduction proposal aims to make the ad-free option more attractive to users while complying with data privacy regulations. Whether regulators will accept Meta’s offer remains to be seen, but the move signifies a potential shift in the company’s approach to the European market.