Starting next month, all Meta advertisers buying ads on iOS will have to pay a 30% fee to Apple. This change, initially rolled out in the U.S. in February, is now expanding globally. To avoid this fee, advertisers can use facebook.com or instagram.com on a desktop or mobile web browser.
Key Points
- Apple Service Fee: Apple will retain a 30% service fee on the total ad payment for ads purchased through the Facebook or Instagram iOS apps.
- Global Expansion: The new payment process and Apple service fee will expand outside the U.S. starting next month.
- Avoiding Fees: Advertisers can avoid the 30% fee by using Facebook.com or Instagram.com on desktop or mobile web browsers to boost posts.
- Boosted Posts: These are a low-barrier-to-entry advertising product used primarily by small businesses to promote content without setting up a full campaign in Ads Manager.
- Payment Process Changes: Advertisers boosting posts through the iOS apps will now need to pay in advance and add prepaid funds to their accounts. Adding prepaid funds through the iOS apps will incur the Apple service fee, but doing so via desktop or mobile web browsers will not.
- Prepaid Funds: Advertisers on iOS will now need to add prepaid funds to their accounts to boost posts. If these funds are added via the iOS apps, the Apple service fee will apply. However, adding funds through desktop or mobile web browsers will avoid the fee.
- Billing Process: Unlike the previous experience where advertisers were charged after their posts ran, they will now be required to pay in advance.
To avoid the 30% Apple service fee, Meta urges advertisers to use desktop or mobile web browsers to boost posts on Facebook and Instagram. This change is aimed at complying with Apple’s updated App Store Review Guidelines while still providing valuable advertising options for small businesses.
