Google Play is implementing global changes to its billing model, offering more flexibility for developers and lower service fees. New programs for apps also offer reduced rates for partners who meet specific guidelines.
Google Play is adjusting its business model to provide developers with more options when handling digital transactions. The changes include not only new billing possibilities but also adjusted rates and additional programs for app developers.
Last year, Google was still engaged in a legal battle with Epic Games regarding commissions of 15 to 30 percent on app transactions, which Epic claimed reinforced Google’s monopoly. The current changes appear to be a result of this five-year struggle.
Billing choice program
Developers will now have more freedom of choice in how they handle digital payments. The new billing choice program is now available worldwide for developers offering digital services or content in the United Kingdom and the European Economic Area, following earlier introductions in the United States.
Through this program, developers can offer an alternative billing system or redirect their users to their own website for purchases, alongside the Google Play billing system. They can also design their own choice screen according to Google Play’s UX guidelines.
Lower and separated cost structure
To enable billing flexibility, Google Play is splitting the service fee from the billing costs. Starting June 30, 2026, this new structure will first apply in the United States, the European Economic Area, and the United Kingdom. The service fee amounts to 10% on the first $1 million in annual revenue, regardless of the chosen billing model. This rate also remains applicable for auto-renewing subscriptions.
For transactions via the Google Play billing system, a separate billing fee of 5% will be added in the aforementioned regions. This extra fee does not apply to alternative billing or external web links.
New programs
Google Play is also introducing updated programs for partners: the Games Level Up program and the new Apps Experience program. Developers who meet the guidelines are eligible for reduced rates via a new program rate card.
The guidelines and details are available on the respective websites of these programs. The official availability of these rate cards begins on September 30, 2026.