Meta Platforms, the parent company of Facebook and Instagram, announced on Thursday that businesses boosting their posts on the iOS versions of the social media apps will incur an additional 30% service charge imposed by Apple. This change aligns with Apple’s updated App Store guidelines from 2022, and Meta plans to implement these adjustments starting this month in the United States, with other markets subject to the fee later in the year.
While advertisers can still boost content on Instagram and Facebook via a browser without incurring Apple’s service charges, the new policy means that advertisers boosting posts on iOS will be billed by Apple directly, paying in advance rather than after the ads run. Meta highlighted the importance of retaining the ability to boost posts, stating that removing this feature could negatively impact small businesses by making the feature less discoverable.
Boosted posts are part of Meta’s offerings, allowing businesses to promote their content on Facebook and Instagram without going through the more extensive Ads Manager platform. Apple clarified that the In-App Purchase requirement for digital services like boosting has always been in place, emphasizing successful examples of apps adhering to this model.
However, Apple noted that Meta customers can still use the separate standalone app “Meta Ads Manager” to pay for ad campaigns without incurring commissions to Apple. This app falls under an exemption for advertising campaign management apps. Meta’s decision to pass on the 30% fee to businesses reflects the ongoing dynamics between tech giants and app store operators.
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