News Post

Meta Introduces New Guidelines for Small Advertisers to Circumvent Apple's Charges

Meta Platforms Inc. has introduced new guidelines aimed at empowering small businesses that leverage advertising on Facebook and Instagram, offering a solution to navigate around the fees charged by Apple Inc. This strategic move is particularly designed to support small enterprises in maximizing their advertising budgets and enhancing their market reach without incurring additional costs.

By recommending that advertisers conduct their ad purchases through web browsers instead of the iOS apps for Facebook and Instagram, Meta provides a pathway for small businesses to sidestep Apple's commission fees, which can be as high as 30%. This advice is timely, as Apple's new policy imposing a commission on in-app ad purchases—intended to boost post visibility—has just taken effect.

This development is a win for small businesses, for whom every dollar spent on advertising counts. Avoiding Apple's fees means these businesses can allocate more of their resources to creating and running effective ads, thereby reaching more customers and growing their operations more efficiently.

The backdrop to Meta's guidance is the ongoing rivalry with Apple, which has intensified with the latter's policy changes affecting digital ad revenues. Despite the friction, Meta's focus remains on safeguarding the interests of small businesses within the digital advertising space.

Apple insists that its in-app purchase requirements are consistent with its long-standing App Store policies. However, Meta's workaround offers small businesses a practical alternative, allowing them to continue benefiting from social media advertising without the burden of additional fees.

This initiative by Meta is particularly significant in light of past conflicts between the two tech giants over privacy and data collection practices, with previous Apple updates having a marked financial impact on Meta. Now, by guiding small businesses to use web browsers for ad purchases, Meta not only circumvents Apple's fees but also underscores its commitment to supporting the growth and sustainability of small enterprises in the competitive digital economy.

The introduction of Apple's policy, which also mandates upfront payment for ads, initially affects the U.S. market, with plans to extend globally. This could have posed a significant challenge for smaller advertisers reliant on boosted posts. However, Meta's proactive guidelines offer a lifeline, ensuring that small businesses can continue to thrive by leveraging social media advertising effectively and economically.

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