Almedia defends business model after Freecash removal from app stores

The removal of the Freecash app from major mobile platforms has prompted a detailed response from its parent company, Almedia, which is seeking to address concerns raised around its data practices and marketing approach.

Freecash, a rewards-based platform that had rapidly climbed app store rankings, was recently taken down from both Apple’s App Store and Google Play. The decision followed reports questioning how the app collected user data and promoted its services, bringing increased scrutiny to one of the fastest-growing apps of the year.

In a statement, Almedia said the coverage that preceded the removal included “inaccurate and misleading” claims about its operations. The company confirmed it is in ongoing discussions with both platform operators and is working to clarify the issues raised by reviewers and regulators.

Central to Almedia’s response is its explanation of “rewarded user acquisition,” a model that combines elements of advertising, loyalty programs and cashback incentives. Through this system, users receive rewards for completing tasks such as playing games, making purchases or engaging with offers. The company said its revenue is generated from advertisers, primarily mobile game publishers and retailers, who pay when users complete specific actions.

Almedia stated that it shares a portion of this revenue with users and has paid out more than $300 million to date. It also reported that its platform serves over 70 million users globally, with Freecash adding nearly 20 million new users in 2026 alone prior to its removal.

Addressing data collection concerns, the company rejected claims that it operates as a data broker. It said its data usage aligns with standard industry practices and is necessary to match users with relevant offers and track in-app activity required for reward distribution. The firm also emphasized compliance with European data protection regulations, including the General Data Protection Regulation (GDPR), and stated it does not sell user data.

Almedia acknowledged that earlier in the year, some third-party affiliates used misleading advertising, particularly on social media platforms. The company said those ads were removed after being identified and that new controls have been implemented to prevent similar incidents.

The company also addressed questions about its app store history, noting that earlier versions of its app had been removed in 2024 before it relaunched Freecash through a rebuilt product aligned with updated platform guidelines.

Despite the current removal, Almedia indicated it expects a resolution and is continuing to engage with platform operators. The situation highlights ongoing tensions between fast-growing adtech models, platform policies and increasing scrutiny over data use and user acquisition practices in the mobile ecosystem.