“Saturday morning, Facebook will become paid. If you have at least 15 friends, send them this message. This way, we will see that you are a frequent user and your logo will turn blue and remain free. We spoke today to the TF1 newspaper. Facebook will cost $0.01 per message. Send this message to 30 people. When you have done so, the light will turn blue (otherwise, Facebook will activate billing).”
Do you remember this kind of scam? Well this time, we’re almost there! Faced with changes in European regulations on data confidentiality, social platforms are studying new solutions; including a paid option to enjoy a feed without any advertising. Yes, you have to earn your crust!
By giving users the choice to share their data for advertising purposes and with the Digital Service Act, Meta fears a degradation of the user experience. Although this seems radical, paid navigation would be the best alternative to benefit from “optimal use”.
The right price ?
According to information from the Wall Street Journal, Meta is therefore planning an ad-free plan for Facebook at $14 per month, or $17 to combine Facebook and Instagram. The bill is steep, but it is based on Meta’s current revenues for its European users. Advertising exposure within the EU earns an average of $17.88 per user per quarter.
Even if we take into account the monthly fees, the shortfall in advertising revenue, the development of its metaverse and the profitability of the process, the proposed price remains high. Paying $200 a year to no longer have advertising on Facebook and Instagram is a high price!
Although subscription offers seem to be gradually becoming established on social networks, it is difficult to imagine one day moving to fully paid. The platforms prefer to leave a semblance of choice between: a subscription system without advertising and free navigation where user data is used for advertising targeting.