Meta, the company formerly known as Facebook, is planning to introduce a new feature in the European Union (EU) that will allow users to download apps directly through Facebook ads. This move sets up Meta to eventually compete with the app stores of tech giants Google and Apple.
According to sources, the new feature will be initially rolled out as a pilot program with a select group of Android app developers. Meta’s decision to introduce this feature is largely influenced by the upcoming implementation of the Digital Markets Act (DMA), a new regulation in the EU that designates Apple and Google as “gatekeepers” and mandates that they open up their mobile platforms to alternative methods of app downloading.
While Android technically allows sideloading, the process is made difficult by Google’s integration of in-app billing and licensing with the Play Store. Additionally, users are presented with alarming warnings when they attempt to download Android apps from sources other than the Play Store. Given these circumstances, Meta has chosen to test the new feature on Android first, rather than Apple’s iOS.
Meta’s proposition to developers participating in the pilot program is that by hosting their Android apps and enabling Facebook users to directly download them without redirecting to the Play Store, developers will experience higher conversion rates for their app install ads. In the initial phase, Meta does not plan to take a portion of in-app revenue from participating apps, allowing developers to continue using their preferred billing systems.
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Tom Channick, a spokesperson for Meta, confirmed this plan, stating, “We’ve always been interested in helping developers distribute their apps, and new options would add more competition in this space. Developers deserve more ways to easily get their apps to the people that want them.” On the other hand, Google has not responded to requests for comment.
However, Meta is not the only company looking to enter the app distribution market once the EU’s DMA is enforced. In March, Microsoft revealed its plans to launch an alternative app store for games on iOS and Android in Europe next year.
The implementation of the DMA in the EU aims to foster competition in the digital market by offering consumers more choices and giving developers alternative platforms to distribute their products. By allowing others to directly download apps via Facebook ads, Meta aims to disrupt the dominance of Apple and Google’s app stores and provide users with an additional option.
With Meta’s extensive user base and reach, this new feature has the potential to attract a significant number of developers and users. It also opens up opportunities for smaller developers who may face challenges in getting their apps noticed in the vast app stores of Google and Apple.
The introduction of this feature in the EU is a significant development for Meta and demonstrates the company’s commitment to diversifying its services and expanding its presence beyond its traditional social media platform. It also aligns with Meta’s vision of providing users and developers with more options and fostering healthy competition in the digital marketplace.
As the pilot program begins later this year, both developers and users will be closely watching how this new feature unfolds. If successful, Meta’s move could set a precedent for other companies to enter the app distribution market and challenge the dominance of Google and Apple in the EU.
