Meta’s Experimenting with its Own In-Facebook App Store to Compete with Apple and Google

That is interesting – in response to a brand new report from The Verge, Meta’s experimenting with its own in-Facebook app store, which might enable developers to showcase their apps, and likewise facilitate direct downloads for users, without them leaving The Social Network.

As explained by The Verge:

“Meta’s planning to let people within the EU directly download apps through Facebook ads, setting the corporate as much as eventually compete with Google and Apple’s app stores. The brand new sort of ad is about to begin as a pilot with a handful of Android app developers as soon as later this yr.”

The move, which as The Verge notes, would apply to European users and developers only, is available in response to the incoming EU Digital Markets Act (DMA), which can require Google and Apple to open up their respective mobile platforms to alternative methods of downloading apps.

That would open the door for Meta to take more control over app distribution, and potentially in-app payments as well, eliminating the present restrictions and taxes that the 2 tech giants place on Android and iOS interactions.

Meta has long criticized Apple’s approach, particularly, on this front.

Back in 2020, amid a public spat over Apple’s fee structure for in-app purchases, Meta CEO Mark Zuckerberg labelled Apple’s approach ‘monopolistic’ and harmful to competition within the space.

That was sparked by Meta’s push to permit creators to make cash from virtual events on Facebook, amid the COVID lockdowns which had canceled IRL live events, but Apple refused to yield its 30% cut on in-app purchases, thereby limiting creator intake. Apple eventually paused its fees in light of the situation, but resumed taking its share shortly after.

Many others have also criticized Apple and Google’s similar approach on this front, with each Meta and Twitter searching for to side-step their cut of revenue from their subscription programs, by offering variable pricing for purchases in-app and on the internet – i.e. where those taxes don’t apply.

The potential to truly control this element on their very own, and generate more direct income for Meta and its partners, might be a significant opportunity, and it’ll be interesting to see how the EU looks to use its DMA approach, and whether that does indeed allow alternative app stores, after which extend to other transactions consequently.

It’s still early days, and Meta hasn’t launched any official information on the project, as such. But it surely is exploring its options, and that might be a game changer for app developers, and people seeking to make direct income from their Facebook and IG presence.

App install ads can be step one, and if it really works in a single region, you may bet that Meta shall be enlisting its army of Washington lobbyists to push for a similar in other markets.