Google is finally opening the Play Store to outside payments

At a glance:

• Google will replace its 30% Play Store fee with tiered rates based on revenue and install date.
• Developers earning over $1 million annually will pay 20% on new in‑app purchases and 10% on subscriptions.
• The rollout begins in select regions at the end of September 2024, expands by year‑end, and reaches worldwide after September 30, 2027.

What’s changing in Google Play billing

While the court has not yet approved the settlement that would resolve Epic Games’ antitrust lawsuit alleging a monopoly over Android’s app store, Google announced in March that it is replacing the flat 30 % billing fee with a “lower, decoupled” structure. Under the new model, the cut Google takes depends on three factors: whether the user’s first install occurred before or after the change, how much the developer has earned historically, and whether the developer continues to use Google Play’s own billing system—which adds a 5 % surcharge—or switches to an alternative payment method or a direct web link.

The decoupling separates the payment processing fee from the store’s distribution services, allowing developers to avoid the platform fee entirely if they route payments outside Google Play. For those who stay with Google’s billing, the base rate is reduced, but the additional 5 % for using the in‑house system still applies. This shift aims to address regulatory pressure while giving developers more flexibility over how they monetize their apps.

Developer programs and eligibility

To reward high‑quality apps, Google introduced two complementary programs: Games Level Up for exceptional gaming titles and Apps Experience for premium non‑gaming experiences. Eligibility requires the app to function across multiple form factors such as tablets, smart TVs, or Android Auto, to meet specific benchmarks for memory usage and crash rates, and to support recommended features like cloud saves or phishing‑resistant sign‑ins.

Developers who qualify for either program receive a reduced rate on both new and existing installs, effectively lowering the effective commission below the standard tiered rates. Google says the programs are designed to encourage cross‑platform compatibility and better user experiences, while still maintaining a revenue share for the platform.

Timeline, regional rollout and broader implications

The revised fee structure will be introduced in phases. Initial changes take effect in selected markets at the end of September 2024, followed by a broader rollout by the close of the year. Global availability is not expected until after September 30, 2027, giving developers and users several years to adapt to the new payment options.

Although the Epic settlement remains pending, Google’s move signals a pre‑emptive response to ongoing antitrust scrutiny in the United States, Europe, and other jurisdictions. By lowering fees for high‑earning developers and offering alternative payment paths, the company aims to mitigate potential fines and preserve developer goodwill while the legal process continues.