Highlights

• Meta to implement a 30% Apple service charge for boosted posts on iOS.
• Compliance with Apple’s App Store guidelines necessitates new billing system.
• Meta offers workaround via desktop or mobile websites to avoid extra charges.
• Apple defends its 30% in-app purchase requirement for digital services.

Meta Platforms has announced a pivotal change affecting how businesses boost posts on Facebook and Instagram via iOS devices.

As per a Reuters report this new arrangement, a 30% service charge, mandated by Apple’s updated App Store guidelines, will now be applied to such transactions.

In a statement, the company said: “We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps. We do not want to remove the ability to boost posts, as this would hurt small businesses by making the feature less discoverable and potentially deprive them of a valuable way to promote their business”.

Navigating the Apple Tax

The “Apple tax,” as it’s colloquially known, stems from Apple’s 2022 announcement regarding its App Store guidelines, which now require digital services, including post boosting on social platforms, to utilise its in-app purchasing system, thereby incurring a 30% fee.

Meta, in compliance with these guidelines, has begun implementing these changes in the United States, with plans to extend them to other markets throughout the year.

“We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps,” Meta stated, emphasising the dilemma faced by the company. 

By opting to comply rather than eliminate the boosting feature, Meta is looking to value the services it offers for small businesses making promotional content more accessible and effective.

The Impact on Advertisers

However, for advertisers, this change introduces a new billing system where Apple, not Meta, will invoice boosted posts on iOS, requiring payment in advance rather than post-ad run.

This shift not only affects the payment process but also imposes an additional financial burden on businesses seeking to amplify their content’s reach on Facebook and Instagram.

Meta suggests a workaround for avoiding the Apple service charge by boosting content through Facebook and Instagram’s desktop or mobile websites.

This alternative, while viable, presents logistical challenges for iOS app users, who now face the inconvenience of preloading funds with an added 30% to accommodate Apple’s transaction costs.

Apple’s Stance

In response to inquiries about the new charge, Apple defended its policy, stating, “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 Purchase is required.

This has always been the case and there are many examples of apps that do it successfully.”

FAQs

What prompted Meta to introduce a 30% service charge for boosted posts on iOS?

This change follows Apple’s updated App Store guidelines requiring digital services to use its in-app purchasing system, leading Meta to adjust its billing for boosted posts to include the 30% fee.

How can advertisers avoid paying the Apple service charge on Meta platforms?

Advertisers can bypass the Apple service charge by boosting their posts through Facebook and Instagram’s desktop or mobile websites instead of the iOS apps.

Will this service charge affect how businesses use Facebook and Instagram for promotions?

The additional cost may impact budgeting for some businesses, encouraging them to explore alternative methods for boosting posts or reevaluate their advertising strategies on iOS devices.

Is the Apple service charge for boosted posts being implemented worldwide?

Meta has started rolling out this change in the United States, with plans to extend it to other markets later in the year, adhering to Apple’s global App Store guidelines.

What was Apple’s response to the implementation of this service charge?

Apple stated that requiring an in-app purchase for digital services like boosting posts is standard practice, emphasizing that many apps successfully comply with this policy.

Meta: Advertisers can avoid the fee by using desktop or mobile websites, amid Apple’s defense of its in-app purchase policy.

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