Meta (NASDAQ:META) plans to add a 30% fee from Apple (NASDAQ:AAPL) to advertisers and influencers wanting to boost the visibility of posts on Facebook and Instagram’s iOS apps, Reuters reported Thursday.
Apple announced the changes to its App Store guidelines in 2022. Meta plans to install the new fees in the U.S. this month, while other markets will see the fees later this year.
“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 said in a statement to the news outlet.
“We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps,” Meta told The Verge. “We do not want to remove the ability to boost posts, as this would hurt small businesses.”
Meta also said advertisers and influencers who want to boost posts through the iOS apps must pay before posts are published.
Meta has offered the option to boost posts for years on Facebook and Instagram’s through its Ads Manager tool. Now, the boosted posts will be billed directly by Apple rather than Meta and must be prepaid.
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