Following years of antitrust scrutiny over its influence in the mobile app ecosystem, Google has announced major updates to its Play Store policies. The company revealed on March 4 that it will reduce in-app transaction fees and allow developers to use alternative payment systems outside its own billing platform. The move is seen as a major shift in Google’s app marketplace strategy and comes after legal disputes over competition and developer payment options.
Under the new rules, developers will be able to integrate their own billing systems alongside the Google Play Store billing platform. They will also be allowed to direct users outside their apps to their own websites to complete purchases. This approach differs from the ‘anti-steering’ policies that previously drew legal attention toward Apple, whose App Store rules restricted developers from guiding users to external payment options. Google said it is introducing a new business structure for Android developers “that decouples fees for using our billing system and introduces new, lower service fees.”
Developers who continue to use Google Play’s billing system will pay a market-specific rate in addition to the existing service fee. This additional rate will be 5% for developers in the US, UK and European countries. The service fee for in-app purchases has also been reduced to 20% for transactions from users who install the app for the first time after the new model launches in the region. Developers who participate in initiatives like the Apps Experience Programme and the updated Google Play Games Level Up Programme will pay a 20% service fee on transactions from existing installs, 15% on transactions from new installs and 10% on recurring subscriptions. Google said these changes are meant to improve competition and expand choices for both developers and users.
The policy overhaul also addresses concerns raised during Epic Games’ 2020 antitrust lawsuit, where the Fortnite creator accused Google of monopolising app distribution and in-app payments on Android devices. The two companies reached a US court settlement in November 2025, according to a news report. As part of the agreement, the popular game Fortnite returned to the Google Play Store in the US in December last year. Google also confirmed it has resolved all global disputes with Epic Games. “This gives app stores more ways to reach users and gives users more ways to easily and safely access the apps and games they love,” said Sameer Samat, president of Android Ecosystem at Google. Epic Games CEO Tim Sweeney added, “Google is opening up Android all the way with robust support for competing stores, competing payments and a better deal for all developers. So, we’ve settled all of our disputes worldwide. THANKS GOOGLE!” Google is also launching a voluntary Registered App Stores programme to simplify sideloading third-party app stores. The programme will roll out in the US first, subject to court approval, by the end of the year, while the updated Play Store policies will take effect globally for Android developers by September 30, 2027.
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