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Meta Encourages Advertisers to Ditch iPhone in Latest Spat With Apple

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https://www.wsj.com/tech/meta-steers-users-away-from-new-apple-fees-in-latest-spat-between-tech-giants-63c96090

 1. Technology


META ENCOURAGES ADVERTISERS TO DITCH IPHONE IN LATEST SPAT WITH APPLE


ADVERTISERS ARE STEERED TO A WORKAROUND TO AVOID PAYING 30% SERVICE CHARGE TO
APPLE FOR BOOSTED POSTS

By

Salvador Rodriguez


Updated Feb. 15, 2024 3:15 pm ET

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Meta is encouraging advertisers who rely on boosted posts to buy them on the
websites of Facebook and Instagram. Photo: Jeff Chiu/Associated Press



Meta Platforms META 2.27%increase; green up pointing triangle
on Thursday fired the latest shot in its longstanding feud with
Apple AAPL -0.16%decrease; red down pointing triangle
. 



The Facebook parent published instructions encouraging advertisers to use a
workaround to avoid paying a 30% service charge to Apple. 

The workaround applies specifically to “boosted posts,” a type of advertisement
Meta has long offered for both Facebook and Instagram that users can purchase
directly on their smartphones to amplify the reach of their content. Boosted
posts account for billions of dollars annually for Meta and are a critical part
of the company’s ad revenue from small businesses, according to people familiar
with the matter.

Later this month, Meta will begin charging U.S. advertisers who continue to
purchase boosted posts from apps on iPhones and iPads an added 30% surcharge
that will be paid to Apple. The increase in pricing comes as a result of a
change announced in late 2022 by the iPhone maker.

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