Meta on Thursday announced that companies using the iOS versions of its social media applications, Facebook and Instagram, will have to pay app store operator Apple an additional 30% service charge for businesses who purchase a “boost” for their posts.
According to the social media giant, advertisers would be able to promote their content on Facebook and Instagram using a browser without having to pay the Apple service fees.
In 2022, Apple released the revised App Store policies. Meta announced that it will begin enforcing the new regulations in the US this month and that later in the year, it will extend this cost to other markets.
“We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps,” Meta said in a statement.
“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.”
Changes include requiring advertisers that enhance posts on iOS to pay in advance rather than after the advertisements show. Apple, not Meta, will bill advertisers for this service.
Businesses wishing to promote their content on Facebook or Instagram may use Meta’s boosted posts offering, which eliminates the need for a campaign using advertisements Manager, Meta’s advertising platform that enables firms to purchase and create advertisements.
