Changes to mobile app store rules

Last updated 8 April 2022

Recent updates:

"Reader" apps in the Apple App Store can now include a single link to websites outside the app.
Dating apps in the Netherlands Apple App Store may use a third-party payment system or include an in-app link to the developer's website to complete purchases.

Ongoing developments: On 8 December, the Ninth Circuit granted Apple's request to stay (pause) the first part of the district court's order while the appeal is ongoing. This means that developers still cannot (at least for now) link to an alternative payment option from buttons, links or other calls to action from inside the app.

However, developers may continue to use contact information obtained through the app to advertise alternative payment options outside the app. More details below.

There have been many recent changes to Apple's and Google's app store rules regarding in-app purchases and the use of third-party payments based on various legal and regulatory developments around the world. On this page, we will keep you informed of these changes and guidelines related to mobile app monetisation.

Note that there are many ongoing app store developments. We always recommend waiting until app store rules are confirmed before making any changes to your mobile app strategy.

Confirmed updates to app store rules

These are confirmed changes that are coming to app stores. Starting on the effective date, you can modify your business strategy and approach based on these new guidelines.

Apple's App Store

Rule change	Details
Developers can use contact information obtained through the app to advertise alternative payment options outside the app. However, collection of contact info in the app must be optional. • Developers can use information obtained within the app to contact users about purchase options outside the app. For example, sending an email or text message that links to a web-based checkout flow. • Apps can no longer require contact information for use of features. Basic contact information collection must be optional. For example, apps can't gate features on the condition that a user provides their contact information. • Apps in the Google Play Store are also able to communicate with their users about alternative payment options as long as it is done outside the app.	Effective 22 October 2021 Applicable globally Learn more
"Reader" apps can include a single link to alternative payment options outside the app. • "Reader" apps can now link to a website that is owned or maintained by the developer, so that users can create or manage their account outside the app. • To be able to include this type of link, developers must apply for an "External Link Account Entitlement". • "Reader" apps are defined as apps that allow a user to access previously purchased content or content subscriptions (specifically magazines, newspapers, books, audio, music and video).	Effective 30 March 2022 Applicable globally Learn more
Dating apps in the Netherlands may use a third-party payment system within their app, or include an in-app link directing users to the developer's website to complete a purchase. • These two new options are only available for dating apps in the Netherlands, and apps that choose to use these options can only be used in an iOS and/or iPadOS app on the Netherlands storefront. • To use a third-party payment system, a developer will need to submit a request for a "StoreKit External Purchase Entitlement"; to include an in-app link, a developer will need to submit a request for a "StoreKit External Purchase Link Entitlement". Learn more about both of those processes. • Apple has removed the separate binary requirement, which means that developers may include either entitlement in their existing dating app but must still limit its use to the app in the Netherlands storefront and on devices running iOS or iPadOS.	Effective 30 March 2022 Applicable in the Netherlands Learn more

Google Play Store

Rule change	Details
Service fees for all subscriptions on Google Play will decrease to 15%, starting on day one. • Service fees for all subscriptions on Google Play will decrease from 30% to 15%. Previously, the fee only decreased from 30% to 15% after 12 months of a recurring subscription. • Apps that offer e-books and on-demand music streaming services, where content costs account for the majority of sales, will now be eligible for a service fee as low as 10%.	Effective 1 January 2022 Applicable globally Learn more
Apps can surface an alternative payment option alongside Google Play's billing system within the app for users based in South Korea. • Developers can offer users in South Korea an alternative payment option alongside the Google Play system within the app. (This change is applicable for developers and apps based in any country; however, alternative payment options can only be surfaced to users located in South Korea.) • Developers are required to complete a declaration form and agree to additional terms before making this update. You can find more information in Google's Payments Policy, Section 8. • If a user in South Korea chooses to use an alternative in-app billing system, Google will reduce its service fees by 4%. For example, developers who pay 15% for transactions through Google Play's billing system will now pay 11% to Google for transactions through the alternative system. This 11% is in addition to amounts payable to the alternative processor.	Effective 18 December 2021 Only applicable to users based in South Korea. However, this change is also being explored in pilot form in other countries. Learn more

Ongoing developments

There are several ongoing challenges and considerations of app store rules – many of which have not been finalised. We've summarised the latest developments for your reference, but recommend waiting until app store rules are confirmed before making any changes to your mobile app strategy.

Apple vs Epic

If the US court order in the Apple vs Epic case stands, then Apple would have to allow developers to:

Include in their apps (and metadata): buttons, external links or other calls to action that direct customers to purchasing mechanisms other than in-app purchase. (On 8 Dec 2021, an appeals court has paused this part of the order while the appeal in the case is ongoing.)
Communicate with customers through points of contact obtained voluntarily from customers through account registration within an app. (Apple has since made this change separately, effective as of 22 Oct 2021)

If the order is to take effect, Apple will have to allow developers to communicate alternative payment options as an in-app link to external sites. As Apple has yet to implement a change to its guidelines, we don't yet know the details of how developers would be able to implement these change, or whether Apple would charge new service fees.

Latest updates

8 December: The Ninth Circuit granted Apple's request to stay (pause) the first part of the district court's order while the appeal is ongoing. This means that developers still cannot (at least for now) link to an alternative payment option from buttons, links or other calls to action from inside the app.
9 November: The district court denied Apple's request to stay the injunction. However, Apple has appealed the decision to a higher court (Ninth Circuit) and will not be making changes to their guidelines for now.
22 October: Apple made an update to the App Store guidelines to comply with the second part of the district court's order. This means that developers may use contact information obtained through the app to advertise alternative payment options outside the app. For example, sending an email or text message that links to a web-based checkout flow. Learn more.
8 October: Apple filed an appeal and asked the court to stay the injunction (request to not let changes go into effect while the appeal is pending).
10 September: The US injunction would give app developers the ability to complete transactions outside Apple's in-app purchase system by linking to an alternative payment option. The injunction is set to come into effect on 9 December.