3 min. reading

Advertising on Meta With iOS Will Cost 30% More

Starting next week, there will be a significant change in the way you buy Facebook and Instagram ads on iOS devices. Luckily, you can avoid these costs.

Advertising on Meta With iOS Will Cost 30% More
Source: Depositphotos

When you buy Facebook or Instagram ads through an iOS device, there’s an extra 30% fee that goes directly to Apple. They already know this in the US – the change has been in place there since February and is now being rolled out to all advertisers in all regions, according to Social Media Today.

Apple charges a 30% fee on in-app purchases under its App Store rules, which apply to all digital goods and services sold through iOS apps. The main arguments are the cost of maintaining and developing the platform, access to the user base, support and service costs, revenue sharing with developers and continued revenue generation for itself.
Apple believes that companies using its platform and user base should contribute to the sustainability of the ecosystem and its continued growth. This fee structure has been controversial, leading to legal challenges and criticism from various companies and regulators.

Apple believes that companies that use its platform and user base should contribute to the sustainability of the ecosystem and its continued growth. This fee structure has been the subject of controversy, leading to legal challenges and criticism from various companies and regulatory bodies.

Meta has been quick to respond

Meta has adapted its web platform so that all the features available on iOS devices are also available on computers. This adaptation allows advertisers to increase the number of posts and create ads without additional fees.

Pedro Pavón, who is responsible for monetisation and advertising at Meta, commented on the case on his Threads account.

Even the European Union has taken Apple to court.

“Apple’s new slogan should be ‘Act Different’. Today we are taking further steps to ensure that Apple complies with the DMA rules. We have reason to believe that AppStore rules that do not allow app developers to communicate freely with their own users violate the DMA. We are also opening a new case in relation to Apple’s new iOS Terms of Service. Without prejudice to Apple’s rights of defence, we are determined to use a clear and effective DMA toolbox to finally open up real opportunities for innovators and consumers,” said Internal Market Commissioner Thierry Breton.

If you’re buying Facebook and Instagram ads on iOS from next week, update your strategy to use desktop instead. This simple change will help you avoid unnecessary fees and ensure your advertising budget is used more efficiently.

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