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Meta said on Thursday It will start taking a 30 percent fee when advertisers pay to increase the visibility of their posts in Facebook and Instagram’s iOS apps.
The change, which will take effect later this month, stems from the 2022 App Store update where Apple extended its usual 30 percent cut in digital purchases to Boosted Posts, which are essentially ads. Change Specifically targeted at Meta and other social apps This allows people to pay in the app to expand the reach of their content. In a statement shared with Meta Notes the verge Small business owners and influencers who want to purchase Boost on iOS will now be billed through Apple, “which retains a 30% service fee on total ad payments, before any applicable taxes.”
Meta says people can still purchase Boost from Instagram and Facebook’s websites on desktop or mobile to avoid the Apple fee charged to iOS users. “We must either follow Apple’s guidelines, or remove boosted posts from our apps,” the company says. “We do not want to remove the ability to promote posts, as this would harm small businesses by making the feature less discoverable and potentially depriving them of a valuable way to promote their business.”
Additionally, Meta says those who want to boost posts through its iOS apps will now need to add prepaid funds and make payment before their boosted posts are published. Meta will charge an additional 30 percent to cover Apple’s transaction fee for preloading funds into iOS. This new payment process will roll out first in the US before reaching “additional markets and countries” later in the year.
“We have always expected that in-app purchases should be used to purchase digital goods and services within apps,” Apple spokesman Adam Dema said in an emailed statement. the verge, “Boosting, which allows an individual or organization to pay to increase the reach of a post or profile, is a digital service – so of course in-app purchases are required. This has always been the case and there are many examples of apps that do this successfully.
Updated Thursday, February 15, 10:51am ET: A statement from Apple added.
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