EU Users Could Soon Be Able to Download Apps Directly from Facebook Ads

The Verge reports that Meta is preparing to introduce a fresh kind of Facebook advertisements that will enable European Union users to download apps without needing to visit their mobile platform’s app store. The company is expected to offer a direct download feature, which will most likely be available exclusively on Android initially. Meta is said to be collaborating with Android developers for its pilot launch, scheduled for later this year.

Android users can already install APKs and download apps they’ve uploaded to the site through their browser. However, these apps still use Google’s billing system. Meta’s alternative way to download apps is supposedly completely independent of both Apple’s App Store and Google Play. It is possible to introduce such a feature in the EU in 2024 thanks to a new law, the Digital Markets Act (DMA). DMA rules require consumers to be able to download apps from competing apps. in stores. “When a gatekeeper engages in an unfair practice such as… blocking the installation of applications from other sources, consumers are likely to pay more or effectively miss out on the benefits that alternative services might have brought,” the European Commission said.

Meta spokesperson Tom Channick has confirmed the company’s plan to bring app downloads to The Verge through Facebook ads. “We’ve always been interested in helping developers distribute their apps, and new options would add more competition in this space,” he said. “Developers deserve more ways to easily get their apps to the people who want them.” We also took confirmation and additional information from Metal. Meta reportedly doesn’t cut developers’ income and allows them to use any billing system. For now though. That may change as the service evolves, if it ever gets beyond the pilot testing phase.