On Facebook and Instagram, Meta Touts New Way for Small Advertisers to Avoid Apple’s Fees
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Meta Platforms Inc. released new guidelines for small businesses that advertise on Facebook and Instagram, aiming to help them get around fees imposed by Apple Inc. Meta is advising the companies to buy ads through a web browser, rather than on the Facebook or Instagram iOS apps, according to guidance released Thursday. That will help them avoid an Apple commission that Meta said would take effect this month. Apple's new policy requires advertisers to make an in-app purchase whenever they pay to “boost” social media posts — a move that gives them more exposure. Apple takes a cut of as much as 30% on in-app purchases in its iOS software, meaning that Meta will lose a portion of its ad revenue to the iPhone maker. We are on WhatsApp Channels. Click to join. The policy change was...