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Meta is passing on the Apple tax for boosted posts to advertisers
But Meta is still giving people a way around the extra fee.
Meta said Thursday that it will start charging a 30 percent fee when advertisers pay to boost the visibility of their posts in Facebook’s and Instagram’s iOS apps. The change, which goes into effect later this month, stems from a 2022 App Store update where Apple extended its typical 30 percent cut of digital purchases to boosted posts, which are essentially ads. Meta notes in a statement shared with The Verge that small business owners and influencers who want to purchase a boost on iOS will now be billed through Apple, “which retains a 30% service charge on the total ad payment, before any applicable taxes.”
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