iOs Facebook, Instagram apps to charge Apple service fee for boosted posts

Meta is about to implement a 30% fee for those who want to increase (improve) the visibility of their posts on the Facebook and Instagram iOS apps, a response to Apple's 2022 App Store update. Apple which imposes a 30% reduction on these digital transactions.

This fee targets ads or “boost posts” designed to expand the reach of content, requiring boosts purchased on iOS to be processed through Apple, resulting in a 30% service fee before taxes.

“The change, which goes into effect later this month, stems from a 2022 App Store update in which Apple extended its usual 30% cut of digital purchases to Boosted Posts, which are essentially ads. The change particularly targeted Meta and other social apps that allow users to pay through the app to increase the reach of their content,” reads a report from The edge and adds that Meta notes in a statement that small business owners and influencers who want to purchase boost on iOS will now be billed through Apple, “which retains a 30% service fee on the total advertising payment, before any applicable tax”. claims that purchasing increases through Facebook and Instagram's desktop or mobile websites are a way to get around Apple fees that are passed on to iOS users. The alternative places significant constraints on iOS app users, who must now pre-load funds with an additional 30% fee to cover Apple's transaction costs. This new payment method will debut in the United States, with plans to expand to other markets later.

“We either need to comply with Apple's guidelines or remove boosted posts from our apps,” Meta explains. “We don't want to remove the ability to boost posts, as that would hurt small businesses by making the feature less visible and potentially deprive them of a valuable way to promote their business.”

Meanwhile, Apple defends its policy, saying digital goods and services contained in apps must use in-app purchasing, including boosted posts.