Sophie Blake
In a recent announcement, Meta revealed that it will allow businesses using boosted posts on Facebook and Instagram to circumvent the 30% Apple service charge. The imposition of this charge by Apple is a consequence of updates made to the App Store Review Guidelines.
Commencing later this month, advertisers opting to boost posts through the Facebook or Instagram iOS app will now be billed through Apple. This results in Apple retaining a 30% service charge on the total ad payment, excluding any applicable taxes.
In response to this development, Meta emphasized the need to adhere to Apple’s guidelines or risk removing the ability to boost posts from their apps. The latter option would have adverse effects on small businesses, making the feature less discoverable and potentially depriving them of a valuable tool for promoting their ventures, as stated in a blog post by Meta.
To counteract the Apple service charge, Meta informs advertisers that they can now access Facebook.com and Instagram.com on both desktop computers and mobile web browsers to boost their content. This alternative method provides advertisers with the same features as boosting posts from the iOS apps but allows them to sidestep the Apple service charge.
Boosted posts, known for their low-barrier-to-entry nature, serve as an accessible advertising product enabling businesses to swiftly promote content without the need for a comprehensive campaign setup in Ads Manager. This feature is particularly favored by small businesses, often relying on boosted posts as their primary advertising method across Facebook and Instagram.
In response to Apple’s update, Meta also introduced a change to the payment process for advertisers boosting posts through the Facebook and Instagram iOS apps. Unlike the previous model where charges occurred after the boosted posts ran, businesses on iOS are now required to pay in advance. Advertisers must add prepaid funds to their accounts to boost a post, and the application of the Apple service charge depends on the method used.
If advertisers add prepaid funds within the Facebook or Instagram iOS app, the Apple service charge applies. However, if they choose to add funds through payment settings using desktop computers or preferred mobile web browsers, they can use these funds to boost content from any tool, including the iOS apps, without incurring additional fees.
This new payment process, along with the associated Apple service charge, is initially rolling out in the United States, with plans to extend to additional markets and countries later in the year. Meanwhile, the option to boost content from Facebook.com or Instagram.com without the Apple service charge is available to advertisers globally.
“Boosting, which allows an individual or organization to pay to increase the reach of a post or profile, is a digital service – so of course In-App Purchase is required,” Apple said. “This has always been the case and there are many examples of apps that do it successfully.”
Apple has indicated that users of Meta still have the option to utilize a distinct standalone app known as “Meta Ads Manager” to fund their advertising campaigns. Notably, Meta customers can avoid paying commissions to Apple through this separate app, as it falls under an exemption specifically designed for advertising campaign management applications.
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