According to the company, the purpose of the change is to align its business practices in Brazil with its global strategy and with the standard practices of the Brazilian market. In the United States, the company already applies the same policy in states such as Alaska, New Mexico, and Washington.

As a result, advertising campaigns on Meta’s platforms will see an approximate 12.15% increase, corresponding to PIS/Cofins (9.25%) and ISS (2.9%). The change does not affect ordinary users of social networks but is expected to directly impact the budgets of companies, agencies, and marketing professionals who use Meta’s platforms to promote products and services.

What changes for advertisers?

The main consequence of Meta’s new pricing policy is an increase in the Customer Acquisition Cost (CAC) for those who use its platforms. With the transfer of 12.15% in taxes (9.25% for PIS/Cofins and 2.9% for ISS), advertisers will need to invest more to achieve the same results.

Since 2018, Meta has stated in its terms of service that transactions carried out in Brazil are subject to taxes. The change now lies in who will bear those costs.

Impact on budgets

The adjustment is expected to be felt most strongly by small and medium-sized businesses, which typically operate with narrower profit margins and rely on online advertising to generate sales. For many of these companies, an increase of more than 12% in advertising costs may require an adjustment in the final price of their products.

Advertising contracted with a credit card and a budget of R$100 will result in a final charge of R$113.83. In this postpaid model, taxes are calculated as an addition to the campaign cost.

Meanwhile, services contracted with prepaid payments, such as Pix or boleto, will follow a slightly different calculation. The client will pay R$100 and will see a balance of R$87.85 available for advertising in the online environment. The remaining R$12.15 will be deducted as taxes.

Therefore, managers will need to replan their budgets for 2026, considering that more funds will be necessary to maintain the same volume of conversions. The recommendation is that planning should already take this adjustment into account to avoid surprises.

CBS and IBS

It is worth remembering that the tax reform will begin to take effect in 2026. Because of this, Meta explains that invoices for advertising services will start to display two new taxes: CBS (Contribution on Goods and Services) and IBS (Tax on Goods and Services), with a combined rate of 1%.