UPDATED 22:08 EST / NOVEMBER 03 2021


Meta introduces new creator tools while taking a dig (again) at Apple’s App Store commissions

Meta Platforms Inc. today announced it’s introducing new incentives for its bonus program for creators, while also telling them they will be able to avoid paying Apple Inc.’s 30% commission on in-app purchases.

In a blog post, Meta, the company formerly known as Facebook, explained that to help creators grow their audience on the platform it will now offer them $5 to $20 for every new subscriber they get. This is part of a $1 billion investment in a bonus program for creators that was announced in July this year. Through the new sign-up bonus scheme, creators can earn up to $10,000.

The company said users will be able to subscribe through a link sent by the creator, after which they will be taken to a unique payment system. Doing it this way will enable creators to take all the money – minus taxes – rather than go through Apple and lose as much as 30% of the cash. Subscribers can still use the Apple payment system if they so choose, although Chief Executive Mark Zuckerberg would perhaps prefer they didn’t.

“As we build for the metaverse, we’re focused on unlocking opportunities for creators to make money from their work,” he said on his own Facebook page. “The 30% fees that Apple takes on transactions make it harder to do that, so we’re updating our Subscriptions product so now creators can earn more.”

Zuckerberg, who has been critical of Apple’s business model for some time, said he wants to give creators more control over their audience. Another added bonus for them is that they’ll be able to download the email addresses of their subscribers. The company has also pledged not to take any money from creators until 2023, further rubbing salt in Apple’s wounds.

“We’ll also make it easier for creators to understand their Subscriptions payouts and the fees they pay,” Meta added. “We plan to launch an estimated earnings breakdown that will show creators where their purchases come from, estimated taxes and how much they pay to Apple and others in fees.”

As has been pointed out, Apple doesn’t actually allow apps in its App Store to create other payment options other than go through Apple. Nonetheless, in this case, it will be the creator, not Meta itself, that is sending people to a unique payment option. Meta seems to think this is OK. So far, Apple hasn’t commented on the matter.

Photo: Timothy Hales Bennett/Unsplash

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