Meta Introduces Ways for Small Businesses to Avoid Apple’s Fees on Ad Campaigns
Meta has announced new measures to help small businesses avoid paying Apple’s fees on ad campaigns in its apps. Apple recently implemented a 30% service charge on boosted posts purchased in-app, which Meta is passing on to buyers. In response to Apple’s guidelines, Meta is guiding advertisers to its desktop apps where they can avoid the extra fees. Advertisers purchasing the boost product on iOS will now be required to pay in advance and add prepaid funds to their account to boost a post. Meta CEO Mark Zuckerberg has previously criticized Apple’s in-app fees, calling them monopolistic and harmful to competition in the space.
Last year, Meta considered establishing its own in-Facebook app store to bypass Apple’s involvement. However, Apple has consistently found ways to take a cut, as it does with other attempts to circumvent its systems. Both Meta and X have had to factor in Apple’s fees for their subscription offerings and find alternative payment processes to avoid the charges. Ultimately, the impact of these disputes falls on the buyers, who have to pay extra to Apple as a result of Meta passing on the fees. To save on costs, advertisers can choose to purchase Meta campaigns on desktop instead.