Google eyes seamless spending with new auto-charge feature for apps and games

Google appears to be preparing a new feature that could allow developers to automatically charge users based on their usage habits. Spotted in an update on the Google Play Help page, the feature — dubbed “Automatic, balance-based purchase” — is designed to kick in when a user’s in-app currency or item balance drops below a set threshold.

This opt-in feature is meant to eliminate interruptions during app use or gameplay by reducing the need for repeated manual purchases. For instance, a user watching a livestream could continue sending virtual gifts without being forced to stop and top up their balance each time.

According to the documentation, the system allows users to pre-set both a minimum balance and a recharge amount. A typical scenario might include automatically purchasing 200 virtual coins whenever a user’s balance drops below 100, or buying new armor every time a player’s in-game gear is depleted.

Importantly, users remain in full control. At the time of setup, they’ll be able to configure their auto-purchase preferences and won’t be charged until their balance dips below the specified threshold. Google also ensures transparency by sending a receipt for every transaction, and users can pause, cancel, or adjust their plan at any time. Existing purchases will remain unaffected by these changes.

Though Google will manage the backend payment processes, it’s up to developers to implement the feature in their apps or games. As such, the availability of auto-charging will vary depending on whether developers choose to adopt it.

An official announcement has yet to be made, but speculation is rife that more details will emerge at Google I/O 2025, scheduled for May. The annual developer conference is expected to be a launchpad for several new features, and this potential update could be one of the most discussed — especially among developers looking to simplify monetization and boost user retention.

While concerns about automated charges are natural, Google has emphasized that the feature is completely voluntary and user-friendly. With control mechanisms in place and a focus on minimizing disruption, the tech giant is clearly positioning this as a convenience tool rather than a revenue trap.