Meta, the parent company of Instagram and Facebook, is considering offering ad-free versions of its social media platforms in Europe, according to a report from The Wall Street Journal. The move was made in response to new EU privacy rules that require Meta to obtain consent before showing targeted ads to users.

Asking users for permission could hurt a company’s profits, as most users are unlikely to willingly share their data. This may reduce advertising revenue, which is Meta’s main source of income.

To solve this problem, Meta is considering charging users a monthly fee to remove ads from social media feeds. Under the proposed plan, users in Europe would have to pay a monthly fee to remove ads from their Instagram and Facebook accounts. This will be the first time Meta will charge users for access to its core services.

An ad-free subscription plan is expected to cost around 13 euros per month on mobile devices and around 10 euros per month on web browsers. Users will also need to pay an additional €6 for each additional account.

It’s unclear when the ad-free subscription plan will launch in Europe or if it will be available in other regions in the future. But Meta is said to have discussed the plan with privacy watchdogs in Belgium and Ireland. The company reportedly calls this an “ad-free subscription,” or SNA, and it could be available in the coming months.

Meta’s current business model is based on targeted advertising based on user data. But new privacy rules in the EU will make it harder for companies to collect and use user data for advertising purposes.

The ad-free subscription plan is a way for Meta to continue generating revenue from its social media platforms in Europe while complying with new privacy rules.