TikTok to launch paid ad-free subscription in the UK

TikTok is set to introduce a new subscription option in the United Kingdom for users aged over 18, allowing them to use the platform without advertisements. With this move, the social media platform follows a strategy similar to the one recently adopted by Meta for Facebook and Instagram.

The company confirmed that the new plan will roll out over the coming months and will cost £3.99 per month. In exchange, users will no longer see ads within the app, although the overall experience will remain unchanged.

According to TikTok, those who choose to continue using the free version will still receive personalised advertising based on their interests and activity, with several options available to manage and customise ad preferences. The platform will continue offering the same access to features, creators and content regardless of the subscription type.

TikTok stated that the initiative aims to “provide the community with more choices”, while also continuing to support businesses across the UK by helping their advertising campaigns reach the right audience at the right time.

The announcement comes just one month after Meta introduced paid subscription plans in the UK to remove ads from Facebook and Instagram, following recent regulatory guidance regarding the model known as “pay or consent” advertising.

Meta’s pricing in the UK is set at £2.99 per month on the web and £3.99 on iOS and Android devices for the first account. Users must also pay additional fees for extra profiles linked through the Accounts Centre.

The tech company had already launched ad-free subscription plans in the European Union more than two years ago, although at significantly higher prices. At the time, subscriptions were priced at €9.99 per month on the web and €12.99 on mobile devices, with additional charges for secondary accounts.

Meta has since lowered those prices in Europe, although they still remain above the newly announced UK rates. Current pricing stands at €5.99 per month on the web and €7.99 per month on iOS and Android, plus extra fees for additional accounts.