Meta now offers users an ad-free option, but it’s only available in Europe for those who can afford the €10-a-month subscription.

Meta has begun offering paid ad-free Instagram and Facebook subscriptions in Europe, and who stands to benefit long-term from this change is just coming into focus.

Last month Facebook’s owner, Meta, began offering customers in Europe ad-free subscriptions to Facebook and its sister network, Instagram, for €9.99 ($10.85) a month.