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Google has expanded its user choice billing system to the Google Play Store in the UK, allowing non-game app developers to integrate alternative payment options alongside Google’s native billing system starting March 29. While developers can’t fully replace Google Play billing, they now have the flexibility to offer third-party payment methods to users during checkout.
Under the new policy, developers opting for alternative billing solutions will receive a 4% reduction in the service fees charged by Google. This discount partially offsets potential costs from third-party payment processors. Google’s standard commission ranges up to 30% for in-app purchases and paid downloads.
This shift comes as part of Google’s response to regulatory pressures following a Competition and Markets Authority (CMA) investigation launched in 2022. The probe highlighted concerns about the dominance of Google and Apple’s app store billing systems, describing their duopoly as potentially anti-competitive. After Google proposed user choice billing in 2023 as a compromise, the CMA closed its investigation last year, opting instead to address app store concerns through upcoming digital market legislation.
Users checking out on Google Play will now see multiple payment options where developers have implemented alternative billing systems. Google emphasized that over 90% of developers express satisfaction with its native billing system but acknowledged the need for greater flexibility. Countries like the U.S., India, Australia, and members of the European Economic Area already have similar policies in place.
Though framed as developer-friendly, this update reflects ongoing global efforts to increase competition in mobile app ecosystems. Regulatory bodies continue to scrutinize tech giants’ control over payment infrastructures, pushing for reforms that balance platform fees with fair market access.
