Meta Steers Users Away From New Apple Fees in Latest Spat Between Tech Giants
Meta Platforms on Thursday fired the latest shot in its longstanding feud with Apple. The Facebook parent published instructions encouraging advertisers to use a workaround to avoid paying a 30% service charge to Apple.
The workaround applies specifically to “boosted posts," a type of advertisement Meta has long offered for both Facebook and Instagram that users can purchase directly on their smartphones to amplify the reach of their content. Later this month, Meta will begin charging U.S.
advertisers who continue to purchase boosted posts from apps on iPhones and iPads a 30% service fee that will be paid to Apple. The increase in pricing comes as a result of a change announced in late 2022 by the iPhone maker.
“We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps," Meta said in a blog post on Thursday. “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." To get around paying this service charge, Meta is encouraging its advertisers who rely on boosted posts to now head to the websites of Facebook and Instagram from their computers or web browsers on mobile devices.
As part of the pricing changes, Meta said it would also require advertisers that decide to keep buying boosted posts from their Apple mobile devices to prepay for the advertising campaigns they choose to run. Meta won’t require advertisers who buy boosted posts from its websites to prepay, and advertisers who decide to prepay from Meta’s websites won’t be charged the Apple service fee if they then boost posts within their Facebook and Instagram iOS apps, the company
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