Meta Platforms enables its users to gain more attention on Facebook and Instagram with so-called social media boosts. But Apple takes a decent commission for payments within the iOS apps. Now Meta explains how advertisers can avoid this fee. Instead of directly in the app on Apple’s platforms, advertisers should book their social media boosts on the web platforms.
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Apple pockets up to 30 percent of the price for in-app purchases. As early as 2022, Apple made it clear that this commission would also be charged for NFTs and social media boosts in apps. This particularly affects small and medium-sized companies, such as Meta writes. Almost all social media boosts are booked by these SMEs who want to draw the attention of other Facebook or Instagram users to special posts or products.
In-app bookings with Apple commission
Later this month, advertisers will be billed directly through Apple for these ads when they book the social media boosts within the iOS apps. The commission then becomes due. According to Meta, it has no choice, otherwise the possibility of social media boosts would have to be removed from the iOS apps. Additionally, advertisers must pay in advance rather than after the campaign has ended. This may require funds to be added to the meta account before contributions even begin.
In this way, Meta passes the Apple commission directly on to the advertising customers, who have to pay the additional 30 percent commission instead of increasing the prices and settling with Apple itself. At the same time, Meta is dragging customers who may be angry about the higher prices into the conflict with Apple. The year before last, Meta had already declared that Apple was undermining the digital economy because of the App Store fee for social media boosts. Epic Games took the fight against the Apple commission all the way to the US Supreme Court.
Alternative: In the browser without Apple fee
But Meta offers its advertising customers an alternative: They can book social media boosts via the web platforms, i.e. in the browser either on a desktop PC or mobile. Anyone who books such ads on Facebook.com or Instagram.com to push their own posts avoids the Apple commission.
This is already possible worldwide. Bookings of social media boosts within the iOS apps will roll out in the US later this month, with additional countries and markets to follow within this year. Although it is more convenient to book within the apps, Meta points out again that the additional Apple commission will then be due.
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