Menlo Park (California): Meta Platforms Inc has released new guidelines for small businesses that advertise on Facebook and Instagram, aiming to help them get around fees imposed by Apple Inc.
Meta is advising the companies to buy ads through a web browser, rather than on Facebook or Instagram iOS apps, according to guidance released last Thursday. That will help them avoid an Apple commission that Meta said would take effect this month.
Apple’s new policy requires advertisers to use its In-App Purchase feature whenever they pay to “boost” social media posts – a move that gives the content more exposure. Apple takes a cut of as much as 30% on app purchases in its iOS software, meaning that Meta will lose a portion of its ad revenue to the iPhone maker.
The policy change, first announced by Apple in 2022, ratcheted up tension between the tech giants, which have become two of Silicon Valley’s biggest adversaries in recent years.
At the time, Meta accused the company of “undercutting others in the digital economy.” — Bloomberg