Meta Fees 30 Percent From Apple To Advertisers

Meta charges Apple to advertisers (photo: dock.unsplash)

JAKARTA Meta, the platform that houses Facebook and Instagram, said it would charge 30 percent of Apple's services to business people and influencers.

This 30 percent fee is part of the App Store policy which was updated at the end of 2022. In the policy, Apple said that the upgrade service for uploads was part of the in-app purchase.

Facebook and Instagram have these services, namely the Boosted Post or Upload Improvement. This advertising service was created so that uploads made by entrepreneurs can reach more users of the platform.

Although this Upload Improvement service is widely used by small entrepreneurs, Apple's policies must still be adhered to. Starting at the end of February, users who use Upload Increases on the Facebook and Instagram iOS applications will have to pay more.

They will be billed through Apple, which charges 30 percent of total advertising payments, before any tax takes effect. The cost of this service is borne by Apple, not Meta," Meta said on Thursday, February 15.

In addition to the increased cost burden, the payment system is also different. Previously, advertisers only needed to pay after their uploads were successfully promoted. However, now they have to pay upfront to get the service.

Unlike previous experiences, where advertisers are charged after their promoted posts are run, businesses on iOS are now required to pay upfront, and add prepaid funds to their accounts for use to increase posts, Meta explained.

Meta menyadari bahwa kebijakan baru dari Apple ini sangat memberatkan. Meski Apple telah memberikan opsi untuk menghapus layanan tersebut, mereka tetap mempertahankan Peningkatan Uggahan agar tidak merugikan pengusaha kecil.

Instead, Meta advises advertisers to purchase Upload Improvement services via a computer or mobile database of Facebook and Instagram websites. By using websites, advertisers will not get additional fees from Apple.