Meta intends to pass Apple's 30% in-app purchase fee on to advertisers.
This decision is part of Meta's ongoing dispute with Apple regarding in-app purchases. However, advertisers can bypass the fee by opting to boost posts on the web rather than using the iOS apps.
The platform hopes this action will garner more support in its battle against Apple's control over in-app purchases. The shift will require advertisers to pay upfront and will initially apply to Meta's apps in the U.S. before expanding to other markets.
In summary, tensions between Meta and Apple have escalated as Apple's advertising business has grown, impacting Meta's revenue.
Learn more about this update here.