Meta Platforms Inc. has unveiled fresh guidelines for small businesses advertising on Facebook and Instagram, suggesting they purchase ads via a web browser rather than the iOS apps to sidestep Apple Inc.'s imposed fees.
Apple's new policy mandates the use of its In-App Purchase feature for paying to "boost" social media posts, incurring a potential 30% cut on app purchases. This move intensifies the ongoing rivalry between Meta and Apple, with Meta accusing Apple of undercutting competitors in the digital economy.
Despite Apple's assertion of longstanding policies, Meta contends that boosting should not be treated as an In-App Purchase. The change, effective initially in the US, may impact Meta's smaller advertisers, particularly those reliant on boosted posts as their primary advertising method.
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