Source: Meta
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Meta encourages users to buy promoted posts outside of the App Store to avoid the 30% discount. The fee has drawn Apple's ire as it now accuses Meta of trying to avoid paying fees it has known would be charged for more than a year.
There's been a lot of talk about Apple's 30% fee, but it's not always immediately clear what it refers to. One thing we do know, however, is that starting in February, sponsored or “promoted” posts will be subject to the same commission.
Meta, which owns platforms like Facebook and Instagram, has begun informing its users that they should buy sponsored posts outside the App Store to avoid a 30% surcharge.
“Apple's service charge is a result of updates Apple has made to the App Store Review Guidelines,” Meta said in its announcement.
Starting later this month, when an advertiser uses the Facebook or Instagram iOS app to promote a post, they will be billed through Apple, which will retain a service fee of 30% of the total ad payment before applicable taxes. These service fees are retained by Apple, not Meta.”
Meta further states that it is “committed to offering businesses flexible and convenient options.” Specifically, it encourages customers to purchase bonuses outside of the App Store.
According to Meta, promoted posts purchased through the App Store must be paid for upfront. This will require the client to deposit pre-paid funds into their Facebook or Instagram accounts, which will be used to promote the post.
But if someone prefers to work with the iOS app, Meta has a solution. Instead, advertisers can go to Instagram.com or Facebook.com to add prepaid funds to their accounts — no 30% service fee — and use these tools from the Facebook or Instagram apps.
Apple's commissions apply to digital goods, such as social media promotions
Apple, for its part, does not believe this is a particularly altruistic move on Meta's part. Instead, the company says it believes this is an attempt by Meta to avoid paying Apple its share.
It claims that Meta is aware of the rules and that they have been given more than a year to bring their practices into line with App Store guidelines. It's unclear why Facebook was allowed to bypass them for so long when other developers suffered on the first day the verification rules went into effect.
It also notes that Meta has an existing “Meta Ads Manager” application that allows customers to set up and pay for ads using alternative payment methods. This allows customers to purchase promoted posts and advertisements without relying on in-app purchases.
In a statement to AppleInsider and other platforms, Apple clarified its position that promoted posts are a digital service and incur a fee.
“We have always required that in-app purchases of digital goods and services be made using in-app purchases. A boost that allows an individual or organization to pay to increase the reach of a post or profile is a digital service — therefore, Of course, an in-app purchase is required. This has always been the case, and there are many examples of apps that do this successfully.”
Warning customers about these additional costs is hardly anything new. For example, Spotify will remove the ability for customers to pay for subscriptions through the App Store in 2023.
