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Meta is passing on the Apple tax for boosted posts to advertisers

The Facebook logo on a blue background surrounded by blue circles.
Illustration by Nick Barclay / The Verge

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. The change particularly targeted Meta and other social apps that let people pay in app to increase the reach of their content. 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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