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Meta Platforms announced Monday that European users will soon have the option of an ad-free subscription plan for Facebook and Instagram in response to European Union (EU) regulations.

Facing stringent EU regulations that may hamper its personalized ad revenue stream, Meta has devised subscription plans priced at 9.99 euros ($10.58) for web users and 12.99 euros for those on iOS and Android platforms.

Earlier in July, the social media giant encountered a setback in its battle against a German data restriction order, with Europe’s leading court supporting the German antitrust body’s authority to probe privacy infringements.

By introducing an alternative to its conventional free ad-supported model, Meta hopes to retain its ad business while adhering to EU standards. Many speculate that users may still lean towards the free version.