Facebook is looking into the possibility of offering a paid version of the social media platform that would be ad free, Bloomberg reported.
The company is doing research to see if such an option would bring in new users, Bloomberg said, citing anonymous sources.
Facebook has explored the idea before, but it has gained momentum in light of recent concerns about how Facebook’s advertisers use information on users, concerns that arose out of the disclosure that one company, Cambridge Analytica, obtained Facebook user data without some users’ permission, and used it to target political ads in 2016.
Facebook generated nearly all its $41 billion in revenue last year by selling ads targeted with user data, Bloomberg reported. In the past, the company has said that internal research has shown a lack of interest in a paid subscription model.