says it will start requiring businesses and influencers to cover the cost of 30% fees bill when they pay to promote their posts on the Facebook and Instagram iOS apps. In 2022, Apple to apply the 30% discount on digital purchases to boosted posts, claiming they were actually in-app purchases. Meta now passes this additional cost on to advertisers.
Starting later this month, in the US and other markets later this year, Apple will support billing for boosted posts through apps. When the 30% fee applies, it will be more expensive for advertisers to pay for boosted posts on the site. And iOS apps. They can bypass Apple's fees by going through mobile web or desktop.
Meta says its hands are tied, since it must either follow Apple's rules or remove the enhanced publishing feature from its iOS apps. “We don't want to remove the ability to boost posts because that would hurt small businesses by making the feature less visible and potentially deprive them of a valuable way to promote their business,” the company said. wrote in a blog post.
Those who don't mind paying extra to promote posts through iOS apps will also have to go through a different payment process. They will need to add prepaid funds to their account and pay for boosted posts before publishing them rather than after the ads run.
If advertisers add prepaid funds through the Facebook or Instagram iOS apps, they will be subject to Apple's 30% service fee. They can also add funds to their Meta account on desktop or mobile web. This way, Meta says, they can use the funds to boost posts “from any tool, including from the Instagram or Facebook iOS apps, without incurring any fees.”