Meta advertisers can avoid 30% Apple charge for boosted posts

Meta is offering small businesses a new way to boost posts without having to pay a 30% service charge to Apple.

Starting later this month, advertisers will be able to use Facebook and Instagram directly on desktop and mobile to access all the features available in the iOS apps for boosting content without paying Apple.

Why we care. This solution could prove hugely beneficial to small businesses as they can now boost posts without having to pay a charge, saving them money.

What is the Apple service charge? Beginning later this month, when advertisers use the Facebook or Instagram iOS app to boost a post, Apple will handle the billing process, retaining a 30% service charge on the total ad payment (excluding taxes). It’s important to note that this service charge goes to Apple, not Meta.

What are boosted posts? This is a feature that allows business to quickly promote a piece of content without needing to set up a full campaign in Ads Manager.

New payment process. Instead of being charged after boosted posts run, iOS businesses now need to pay in advance by adding prepaid funds to their accounts. If these funds are added within the iOS app, an Apple service charge applies. However, if added from payment settings on desktop or mobile browsers, advertisers can use them without fees, including for boosting content through the iOS apps.

Impacted markets. The new payment process and Apple service charge will initially launch in the US, with additional markets subject to the fee later this year. Advertisers globally can avoid the Apple service charge by boosting content directly from the Facebook.com or Instagram.com websites.

What Meta is saying. Meta said in a statement:

  • “We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps.”
  • “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.”
  • “We are committed to offering businesses flexible and convenient options to help them navigate this change and maximize the results of their ad spend. As part of our efforts to do this, we have invested in alternative ways to boost posts.”

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Deep dive. Read Meta’s announcement in full for more information.

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