Meta Platforms has just rolled out a new policy that will see businesses shelling out an additional 30% service charge for boosting their posts on Facebook and Instagram, but only on the iOS versions of these apps. This move comes in response to the updated App Store guidelines introduced by Apple in 2022, which Meta is now obligated to follow. Starting this month in the U.S., with plans to expand globally later in the year, this change marks a significant shift in how advertisers will manage their spending on Meta’s platforms.

For those looking to avoid the extra fees, Meta has provided a workaround: boosting content via a browser will not incur Apple’s service charges. This decision underscores the tension between app developers and Apple’s App Store policies, which have long been a point of contention due to their commission structure.

Meta, in a statement, emphasized the importance of the boosting feature, especially for small businesses, and expressed its reluctance to remove the feature from its iOS apps. The company highlighted that doing so would significantly impact the visibility and effectiveness of this advertising tool for many businesses relying on it to reach their audience.

Under the new arrangement, advertisers using the boost feature on iOS will be billed directly by Apple and will need to pay for their ads in advance, unlike the previous post-ad run billing system. Boosted posts have been a simplified advertising solution for businesses not engaged in full-scale campaigns through Meta’s Ads Manager.

Apple, on its part, has stated that requiring an In-App Purchase for digital services like post boosting has always been part of its guidelines. However, they also noted that Meta’s customers could continue using the Meta Ads Manager app for their ad campaigns without incurring Apple’s commissions, as it falls under an exemption for apps dedicated to advertising campaign management.

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