/cdn.vox-cdn.com/uploads/chorus_asset/file/22977156/acastro_211101_1777_meta_0002.jpg "Meta’s Latest Move: Allowing EU Users to Download Apps via Facebook")
Meta is introducing a new feature that will allow users in the EU to download apps directly through Facebook ads. This move positions the company to compete with Google and Apple’s app stores in the future. The ad format will be tested as a pilot with a select group of Android app developers, beginning later this year. This opportunity arises from the Digital Markets Act (DMA), a forthcoming EU regulation that designates Apple and Google as “gatekeepers” and mandates their openness to alternative app downloading methods.
While Android technically allows sideloading, Google complicates the process by linking in-app billing and licensing with the Play Store. Additionally, it displays cautionary warnings when users attempt to download Android apps from external sources. Given these circumstances, Meta believes it is safer to conduct the initial testing on Android rather than Apple’s iOS.
Meta’s proposition to participating developers in the pilot program is that by hosting their Android apps and enabling direct downloads through Facebook, they can achieve higher conversion rates for app install ads. Initially, Meta does not plan to take a share of in-app revenue from these apps, allowing developers to retain their preferred billing systems.
In Meta’s words, their intention is to expand distribution options and foster competition among developers. This statement was confirmed by Meta’s spokesperson, Tom Channick. On the other hand, Google did not provide any comment on the matter.
Meta is not the only company aiming to become an app distributor when the EU’s DMA comes into effect. Microsoft announced its plans to launch an alternative app store for games on iOS and Android in Europe next year.
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