Meta announced that "boosting" posts on the iOS versions of Facebook and Instagram would require an extra 30% service charge due to Apple's App Store policy.
The changes will be implemented starting this month in the U.S., while other markets will follow the same policy later this year.
Meta to Follow Apple's Service Guidelines
In a statement, Meta's spokesperson confirmed that the company is required to comply with Apple's policy. On the other hand, the company could also lift the extra fee by removing boosted posts from their 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," Meta explained.
In 2022, Apple updated its App Store guidelines detailing that service providers with in-app purchases should pay a 30% service charge to Apple on top of the base rate.
As part of the new policy, advertisers who wish to boost their posts on Instagram and Facebook on iOS will be required to pay in advance instead of waiting for the ads to run. In addition, the service will be billed directly to Apple and not to Meta.
Boosting on Meta's iOS Apps
Boosting is part of Meta's strategic way of helping business promote their products through creating ads. This type of advertisement requires no campaign through Ads Manager but rather allows business owners to buy and create their own ads.
For users who are not happy with the 30% charge, Meta is encouraging advertisers to run on Facebook and Instagram from browsers instead of using apps. The company promised that it won't require advertisers to prepay boosted posts and won't be charged the Apple service fee.
Previously, Apple faced criticism for its updated policies that will work around the EU's Digital Markets Act with several third-party companies calling the company's plan a "total farce" due to the service charge.
