In a recent announcement, Meta disclosed plans to enable businesses utilizing boosted posts on Facebook and Instagram to bypass Apple's 30% service charge. This charge stems from updates made to the App Store Review Guidelines.

Beginning later this month, advertisers who opt to boost posts via the Facebook or Instagram iOS apps will now be charged through Apple. Consequently, Apple will retain a 30% service charge on the total ad payment, excluding any applicable taxes.

In response to this development, Meta underscored the importance of adhering to Apple's guidelines or risk losing the ability to boost posts from their apps. The latter option could negatively impact small businesses, reducing the discoverability of the feature and potentially depriving them of a valuable tool for promoting their ventures, as articulated in a blog post by Meta.

To mitigate the Apple service charge, Meta informed advertisers that they can now utilize Facebook.com and Instagram.com on both desktop computers and mobile web browsers to boost their content. This alternative method offers advertisers the same features as boosting posts from the iOS apps but enables them to circumvent the Apple service charge.

Boosted posts, renowned for their accessibility, serve as an advertising product that allows businesses to quickly promote content without the need for comprehensive campaign setups in Ads Manager. Small businesses, in particular, favor this feature, often relying on boosted posts as their primary advertising method across Facebook and Instagram.

In response to Apple's update, Meta also revised the payment process for advertisers boosting posts through the Facebook and Instagram iOS apps. Unlike the previous model, where charges occurred after the boosted posts ran, businesses on iOS are now required to pay in advance. Advertisers must preload funds to their accounts to boost a post, and the application of the Apple service charge depends on the method used.

This new payment process, along with the associated Apple service charge, is initially being implemented in the United States, with plans to extend to additional markets and countries later in the year. Meanwhile, the option to boost content from Facebook.com or Instagram.com without the Apple service charge is available to advertisers globally.

"Boosting, which allows an individual or organization to pay to increase the reach of a post or profile, is a digital service – so of course In-App Purchase is required," Apple stated. "This has always been the case, and there are many examples of apps that do it successfully."

Apple has clarified that Meta users still have the option to utilize a distinct standalone app known as "Meta Ads Manager" to fund their advertising campaigns. Notably, Meta customers can avoid paying commissions to Apple through this separate app, as it falls under an exemption specifically designed for advertising campaign management applications.

Source: adapted from an article by Sophie Blake, Author for Mobile Marketing Reads.