Google announced it will open the Play Store to external payments starting June 30 in the United States, United Kingdom, and the European Economic Area. The move follows a years-long legal battle with Epic Games that mostly concluded earlier this year. The new policy allows Android developers to use alternative billing systems alongside Play Store distribution, with significantly reduced fees.
End of the 30% exclusive commission
Previously, Google charged a 30% commission on all in-app purchases through Google Play Billing. Under the new model, developers pay a 10% service fee on their first $1,000,000 in annual earnings, regardless of the billing method they choose, whether it is Google Play Billing, an alternative built-in system, or external links for payments outside the app. Beyond the first million, fees vary based on transaction type and user install date.
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New fee structure for new and existing installs
For transactions other than auto-renewing subscriptions, the fee depends on whether the user installed the app before or after the policy change. New installs enjoy a lower cut than existing installs. Additionally, if developers use Google Play Billing, a 5% billing fee applies in the US, UK, and European Economic Area. For transactions via alternative billing or external web links, this billing fee does not apply.
Incentive programs for quality developers
Google introduced the "Level Up" and "Apps Experience" programs, offering reduced fees to developers meeting high-quality criteria, such as low crash rates and support for alternative form factors. These programs will take effect in September. For insights on leveraging AI for optimization, check out the article on Smart Bidding and Target ROAS.
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This opening marks a major shift in the Android ecosystem. Experts believe the reduced fees could increase competition and lower prices for consumers. For more context on the regulatory background, see the Wikipedia entry on Google Play.
Source: https://9to5google.com/2026/06/24/google-play-store-external-billing-june-30
