Meta has announced that it will pass on Apple’s 30% service charge to advertisers who pay to boost posts on Facebook and Instagram. This decision comes as a result of Apple’s in-app purchase fees, which Meta has been trying to circumvent with its pay-to-boost option. Now, advertisers who wish to boost a post in the Facebook or Instagram iOS app will be billed through Apple, and the additional charge will be levied. Advertisers can avoid this upcharge by paying to boost posts from the web on either Facebook.com or Instagram.com. However, Meta acknowledges that in-app purchases are the most convenient way to transact on Apple’s devices, so those who choose to use in-app purchases will have to pay more. This move is part of Meta’s broader efforts to disrupt Apple’s control over the iOS app economy. By passing on the 30% charge to advertisers, Meta hopes to gain more allies in its battle with Apple.
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