According to Meta, it will begin requiring companies and influencers to pay Apple a thirty percent fee when they wish to promote their posts on the iOS apps for Facebook and Instagram. Apple claimed that boosted posts were essentially in-app purchases in 2022 and changed its App Store rules to impose its thirty percent cut from digital transactions to them. Advertisers are now bearing the added expense of Meta.
Starting later this month in the US and in other markets later this year, Apple will take over billing of boosted posts through the apps. When the 30 percent fee becomes applicable, it will be more expensive for advertisers to pay for boosted posts on the Instagram and Facebook iOS apps. They can get around Apple’s fee by going through the mobile web or desktop instead.
Meta says its hands are tied, since it either has to play by Apple’s rules or remove the boosted post feature from its iOS apps. “We do not want to remove the ability to boost posts, as this would hurt small businesses by making the feature less discoverable and potentially deprive them of a valuable way to promote their business,” the company wrote in a blog post.
Those who don’t mind paying extra to promote posts via the iOS apps will need to go through a different payment process too. They’ll have to add prepaid funds to their account and pay for boosted posts in advance of publishing them instead of after the ads run.
If advertisers add prepaid funds through the Facebook or Instagram iOS apps, they’ll be subject to Apple‘s 30 percent service fee. Alternatively, they can add funds to their Meta account on desktop or the mobile web. That way, Meta says, they can use the funds to boost posts “from any tool, including from the Instagram or Facebook iOS apps, without incurring fees.”
