App2Web payments. Upgrade your app monetization strategy
Apple’s latest App Store updates reshape in-app purchases and payments. Our guide explains the shifts, their impact on revenue, and how to refine monetization.
App stores are under pressure. New rules in the US, and, potentially, beyond, let developers bypass in-app billing and cut app store fees by up to 30%. For developers running subscription or consumer apps, this shift is a chance to take back control of payments, customer data, and revenue strategy.
Based on Solidgate’s work with subscription and consumer apps worldwide, this whitepaper outlines exactly how to navigate the policy changes, stay compliant, and unlock new monetization opportunities.
What's inside the whitepaper?
- The latest changes to App Store guidelines and Google Play billing policies, and what they mean for your revenue model.
- Key regulatory developments impacting online platforms and the reasons behind them.
- How app store rules are changing across different countries, and how to stay compliant.
- The pros and cons of in-app purchases vs. external payment options, and how to choose the right approach for your app.
- Solidgate’s solutions for processing payments, navigating the transition, and optimizing your monetization strategy.
- Quick guide for app developers to start adapting to these changes.
Billing guidelines at App Store and Google Play
Apple
Apple's in-app purchase (IAP) guidelines have evolved, particularly with the ruling for US users, which allows developers to integrate external payment processors. However, the core principles for Appleʼs IAP still apply, with notable regional variations. Letʼs break down how these policies work for both US and EU developers.
Rules for US developers
In April 2025, a US District Judge ruled that Apple had violated a previous court order by continuing to impose a 27% fee on external purchases. The ruling mandates that Apple allow developers to bypass its IAP system, giving them the flexibility to include external payment processors in their apps.
- External payment options: Developers can now include external payment links or buttons in apps for US users, but they canʼt actively encourage users to use these external methods inside the app. Communication about external payment methods must take place outside the app, such as by email or SMS.
- No direct promotion: While external payments can now be used in the US, developers cannot directly promote or push users toward external payment methods. The information about external payment options must be delivered in a neutral, non-transactional manner.
Rules for EU developers
For developers in the EU, Apple's IAP policies remain unchanged as of May 2025. Developers must continue to use Appleʼs in-app purchase system for any digital goods or services, and the exceptions (such as “Readerˮ apps, enterprise services, physical goods) remain in place. However, regulatory pressure in the EU could push for more changes in the future.
Apple requires developers to use the in-app purchase system if they want to unlock digital functionality in their apps. This includes:
- Premium content access
- Unlocking full versions of apps
- In-game currencies
- Subscriptions
- Game levels
- Digital gifts and lootboxes
The same rules apply to digital gift cards, certificates, vouchers, and coupons. Apple does not allow external payment links or any mechanism, such as QR codes, AR markers, or license keys, to bypass IAP. Additionally, in-app calls to action (CTAs) that lead customers to external payment methods are prohibited.
Looking ahead: While the rules are still in place, regulatory pressure in the EU could force further changes. Developers should stay on top of the evolving .
Exceptions to IAP rules (Global)
Some app categories can bypass IAP rules, but these exceptions still have their own limitations:
| “Reader” apps | Apps that provide access to previously purchased content (like books, newspapers, or magazines) can link users to their website to manage accounts. |
| Multiplatform services | If items are available as in-app purchases, they can be sold on other platforms too, as long as they’re accessible across various devices or services. |
| Enterprise services | Apps sold to organizations (like for employee use) may allow access to previously purchased content or subscriptions. |
| Person-to-person services | Apps that enable real-time, peer-to-peer services, such as medical consultations or fitness training, can accept external payments. This applies to one-on-one services only. |
| Physical goods and services outside the app | If an app offers physical goods or services that are consumed outside the app, payment can be made via Apple Pay or a credit card entry (not through IAP). |
| Free stand-alone apps | Apps that don’t involve any purchasing within the app or CTAs for external purchases (e.g., web hosting or email services) don’t need to use IAP. |
| Approved nonprofits | Fundraising apps that adhere to Apple’s guidelines can raise funds directly within the app, using Apple Pay if required. |
| Hardware-specific content | Apps that require specific hardware (e.g., a toy or connected device) to function can unlock features without IAP. |
| Mac App Store apps | Mac App Store apps may feature plugins or extensions that don’t rely on the App Store’s payment system. |
| Insurance apps | These must be free and fully compliant with regional laws, without using in-app purchases. |
Google Play requires all developers to use its billing system for digital goods and services in their Android apps. Unless otherwise permitted by the Payments policy, purchases that require the use of Google Play's billing system include:
- Digital items (such as virtual currencies, extra lives, additional playtime, add-on items, characters, or avatars)
- Purchases or rentals of physical goods ( groceries, clothing, housewares, or electronics)
- Subscription services (fitness, game, dating, education, music, video, or other content subscription services)
- Purchases of physical services (transportation services, airfare, gym memberships, or food delivery)
- App functionality or content (ad-free app version or new features not available in the free version)
- Payment of a credit card or utility bill
Google Play's billing system must not be used for peer-to-peer payments, content that facilitates online gambling, or any product category deemed unacceptable under Googleʼs Payments Center Content Policies.
Apps may not lead users to a payment method other than Google Play's billing system. This prohibition includes, but is not limited to, leading users to other payment methods via:
- An app listing in Google Play
- In-app promotions related to purchasable content
- In-app web views, buttons, links, messaging, advertisements, or other calls to action
- In-app user interface flows, including account creation or sign-up flows, that lead users from an app to a payment method other than Google Play's billing system as part of those flows
- In-app virtual currencies must only be used within the app or game title for which they were purchased
Developers must clearly and accurately inform users about the terms and pricing of their app or any in-app features or subscriptions offered for purchase. In-app pricing must match the pricing displayed in the user-facing Play billing interface. If your product description on Google Play refers to in-app features that may require a specific or additional charge, your app listing must notify users that payment is required to access those features.
Apps and games offering mechanisms to receive randomized virtual items from a purchase must clearly disclose the odds of receiving those items in advance and in close and timely proximity to that purchase.
Developers of Play-distributed apps on mobile phones and tablets requiring or accepting payment from users in South Korea for access to in-app purchases may offer users an in-app billing system in addition to Google Play's billing system for those transactions if they successfully complete the additional in-app billing system declaration form and agree to the additional terms and program requirements included therein.
Trigger events and agents of change in the IAP
Epic Games vs Apple trial
The 30% commission charged by Google and Apple on IAP has long been criticized by developers. This fee has become a significant financial burden, prompting growing scrutiny from developers, economists, and legal experts.
The turning point came in August 2020, when Epic Games, the creator of Fortnite, took a stand against this model. By offering a 20% discount for in-game purchases made outside the App Store and Google Play, Epic directly challenged the App Store's control over iOS transactions. This move aimed to allow developers to bypass the 30% commission and use alternative payment methods.
As a result, Fortnite was removed from both the Apple App Store and Google Play Store, setting the stage for a high-profile legal battle that would reshape the landscape of in-app payments.
Key developments in the legal case
In April 2025, the US District Judge Yvonne Gonzalez Rogers ruled that Apple had violated a previous 2021 court order. Apple was found to be imposing a 27% fee on external purchases and restricting developers' ability to communicate alternative payment options. Consequently, Apple was ordered to stop collecting these fees and to remove any barriers preventing developers from directing users to external payment methods.
In response, Apple appealed the ruling to the Ninth Circuit Court of Appeals, seeking to regain control over its App Store policies.
Outcome of the ruling: Developers can now include external payment links in their apps, enabling users to bypass the 30% commission.
Outcome of the ruling: Developers can now include external payment links in their apps, enabling users to bypass the 30% commission.
The impact of the Epic vs Apple case
This ruling has far-reaching implications for both Apple and the app development ecosystem.
For app developers
- Increased flexibility in monetization
Developers now have the option to offer alternative payment methods, experiment with different monetization strategies, and tailor their payment flows to suit their needs. - Reduced commission fees
By directing users to external payment processors, developers can avoid Appleʼs 15%-30% commission, keeping a larger share of their revenue, particularly valuable for high-volume, high-value transactions. - Control over customer data
Developers now have the ability to access customer contact information for direct communication, enabling better customer engagement and targeted marketing. - Improved customer lifetime value (LTV)
With the ability to manage subscriptions outside the App Store, developers may experience lower churn rates and improved long-term revenue potential.
Broader effects on the industry
- Shift in market dynamics
The ruling could drive a shift towards more decentralized payment solutions, with third-party payment processors gaining traction and offering developers more control over payment methods. - Increased regulatory scrutiny
As the legal landscape evolves, regulators worldwide will continue to monitor app store practices. Apple, Google, and other platform operators may face increasing scrutiny, especially regarding anti-competitive practices in payment processing.
Appleʼs response
While Apple has revised its App Store guidelines to comply with the court ruling, the company has appealed the decision. This appeal could further impact the policies around in-app purchases and external payment links, setting the stage for future developments in the app store ecosystem.
EUʼs digital services package
The EU is also taking significant steps to challenge the monopolistic control of Apple and Google. The Digital Markets Act (DMA) and Digital Services Act (DSA), approved by the European Commission, mandate that platform holders must allow third-party apps and payment systems.
Key requirements:
- Third-party apps: Companies must allow apps from third-party stores or enable direct online installation.
- Third-party payments: Platform holders must allow third-party payment systems.
- App management: Users must be able to uninstall apps and opt out of basic services provided by platform holders.
- Promotion restrictions: Platforms cannot promote their own services over those of other developers.
- Advertising and transactions: Business users should be able to advertise competing services and transact with customers outside the platform.
- Merger reporting: Companies must report merger and acquisition agreements to the EU.
- Advertising prohibitions: The DSA bans targeted advertising aimed at children or based on sensitive information (religion, gender, race, etc.), and also prohibits misleading advertising techniques that force users to provide personal information.
Fines:
- Violations of the DMA can result in fines of up to 10% of annual worldwide turnover.
- The DSA imposes fines of 6% for violations, with the penalty increasing for repeated offenses (up to 20% and 18%, respectively).
- These laws are expected to take effect 20 days after ratification, with companies given six months to adjust to the new requirements.
In-app purchases vs external payment options
In-app purchase payment module is a built-in function that is fairly easy to implement and serves as a seamless payment method for users, safely connecting to their accounts. On the other hand, the hefty fees will cut your profits significantly, especially if youʼre a small business. Plus, developing an app with an in-app purchase model compliant with all the app store rules poses a challenge.
As for the external payment options, those are mostly enabled through payment gateways. This means lower fees, more payment methods, better authorization rates for cross-border transactions, easier implementation, and higher quality customer service.
| Feature | In-app purchasing | External payment options |
| Fees | 15-30% per sale | 1.5-5% per transaction |
| High authorization rates | Mostly in USA | Worldwide |
| Easy implementation | ✓ | ✓ |
| Multiple payment methods | ✗ | ✓ |
| Challenging compliance regulations | ✓ | ✗ |
| Customizable settings | ✗ | ✓ |
| Tax coverage | ✓ | Some |
| Auth coverage | US/EU cards | Global cards + APMs |
| Checkout control | Locked | Full |
The benefits we mentioned aside, also consider adding the web app to your arsenal if:
- Youʼd like to extend your reach to more platforms, devices, and system versions. Web apps work with them all and are quick and easy to build, too.
- Your audience is more active on desktops and tends to use the app online.
- You plan on updating your app often.
With the recent shifts in app store policies and global trends in app billing, adopting an alternative approach, such as leveraging the web alongside or instead of app stores, can be a game-changer for your business.
Research shows that web and mobile apps attract distinct audiences and serve different business goals, offering a powerful opportunity to diversify your strategy. By tapping into both channels, you can expand your reach, optimize revenue, and reduce reliance on restrictive app store ecosystems.
App monetization models
Now letʼs take a look at app-to-app and web-to-app monetization models in comparison.
Marketing funnel & Conversion
When developers are limited to in-app purchases, they are usually forced to attain new customers through the app-to-app funnel. For example, according to guidelines, you can advertise your product through Facebook ads. The user clicks on the banner, gets attributed through a martech solution, lands in the store, and downloads the app, following its funnel from there.
Matching such a user from ads to the store and checking whether they downloaded the app and logged into the account is a burden. Lots of users get lost in such a funnel. It takes numerous intermediaries and tools to nurture a lead and track them to purchase. According to app-to-app statistics, about 15% get to the payment page, often face payment issues, and only about 3% become paying customers.
However, with external links and payment methods unlocked, the funnel is organic and intuitive. Taking the previous example, the user lands from Facebook ads to the website, where they log into the product and transparently move through its internal funnel, paying for the services there. The web app distribution is optimized, and the conversion from ads to payments is seamless and easy to track, returning at least 2x better ROI.
Commission
When it comes to web-to-app payment processing, even the worldʼs most complicated and expensive providers (e.g., those from Brazil) rarely charge developers more than 14% of the sale, hidden fees included. Compared to Appleʼs and Googleʼs 15 to 30% fees, the web-to-app model is an ultimate money-saving move for your business.
Transparency & Support
What is more, Appleʼs and Googleʼs functionality mostly hides under the hood and doesnʼt provide efficient customer support apart from endless manuals, unless youʼre a huge corporation. Web-to-app model allows full processing control, out-of-the-box payment infrastructure, and VIP support.
Analytics
Apple and Google donʼt provide visualized reporting for you to measure results, track progress, or make well-informed strategic decisions around your app. Youʼll only have access to enormous amounts of raw, hard-to-process data.
Some third-party payment processing solutions, like Solidgate, assign dedicated account managers to focus on your operations. For example, our team can provide you with detailed reports on just about any data points and match the numbers for you.
All the benefits described above will allow for more aggressive scaling. For small businesses, it's an opportunity to reach a positive unit economy, even at a small scale. For larger companies, it is an opportunity to grow faster and develop new products.
The challenges of transitioning to external billing for app developers
The new ruling allowing app developers to bypass Appleʼs 30% commission by using external billing systems is not a silver bullet. While it creates a path to maximize revenue, the transition to external billing introduces several complex challenges that developers need to manage carefully.
| Area | New owner | Key tasks |
| Fraud & Chargebacks | Developer | ML scoring, representment, pre-dispute alerts |
| Subscription Ops | Developer | Retry logic, token update |
| Tax & VAT | Developer | Jurisdictional calc & filing |
| Support & Reconciliation | Developer | 24‑7 billing helpdesk |
Risk management and fraud prevention
With external billing, developers now take on the full responsibility for fraud prevention, chargeback management, and transaction security.
- Developers will need to implement sophisticated fraud detection systems, including machine learning models, behavioral analytics, and transaction monitoring tools to safeguard against false transactions, payment fraud, and account takeovers.
- The risk of chargebacks also increases, as external billing means developers will be handling disputes directly with users. They must set up effective mechanisms to prevent (pre-dispute alerts for cards and PayPal), manage, respond to, and potentially contest chargebacks.
Subscription management
Moving to an external system means developers are responsible for these critical functions.
- Subscription churn: With the added complexity of external systems, user retention could suffer. The cancellation process outside of Appleʼs infrastructure could introduce friction, causing higher churn rates if not implemented properly.
- Developers will need to maintain their own subscription tracking, recurring billing setups, and account management functionalities, which were previously handled by Apple. This means building, maintaining, and troubleshooting systems supporting different payment frequencies, trial periods, and auto-renewal features.
- If a subscription expires, the customer might be less likely to renew manually, leading to conversion trade-offs where some users may decide not to re-enter payment information due to the extra step.
Sales tax compliance
Managing sales tax compliance becomes significantly more complex when moving to external billing, especially across multiple jurisdictions. Apple's system streamlined tax calculations by integrating with regional tax rules, but now developers must build or integrate their own tax compliance systems to adhere to state, local, and international tax laws.
- Developers must ensure compliance with sales tax, which varies by state and even individual counties, and can be difficult to track and calculate correctly. Without proper infrastructure, making costly mistakes and getting into legal trouble is easy.
- Missing tax filings or incorrectly applied rates could lead to regulatory penalties, back taxes, or issues with local tax authorities—issues that could be especially challenging for developers without dedicated tax expertise.
Support & Reconciliation
Developers will need to invest in the infrastructure to handle payment processing, security, customer support, and reconciliation.
- Developers will now need to manage their own payment failure handling, fraud and disputes, and customer support for billing issues. Each function adds overhead to the business and takes away from core product development efforts.
- The introduction of external billing systems means more opportunities for technical issues, including payment failures, currency mismatches, and billing errors that will require quick resolutions to avoid damage to the user experience.
How does it work with Solidgate?
Solidgate is a payment orchestration platform that enables businesses to accept payments globally. We support payments through various methods, including cards, PayPal, Google Pay, Apple Pay, and other e-wallets.
Our platform helps app publishers and merchants streamline key components of their payment systems, such as recurring billing, fraud prevention, and payment authorization, improving overall transaction efficiency. With infrastructure in the United States, Europe, and Asia, Solidgate allows developers to manage their payment processing while maintaining a consistent user experience.
The Solidgate solution can be integrated across all platforms, both in-app and on the web, through a single integration, providing a flexible and scalable option for handling payments.
App2Web by Solidgate
App stores are great for distribution, but limiting when it comes to payments:
- 30% fees that eat your margins
- Rigid pricing tiers, little control over promotions or bundles
- Payments are a black box, no room for optimization
- No control over the checkout process nor valuable insights about your customers
With Solidgate, app developers can launch App2Web fast & with minimal effort:
- Seamless one-tap flow from app to web
- Full control over pricing, branding, and customer experience
- Access to Apple Pay, Google Pay, cards & 100+ local methods
- Payment orchestration to cut costs and scale approval rates globally
- Subscription engine to manage recurring payments effortlessly
- Integrated sales tax management for compliance
- Automated dispute representation & prevention alerts to minimize chargebacks
- Streamlined settlement reconciliation across PSPs, acquirers, processors, APMs
How Solidgate makes the transition to web payments easy
Solidgate simplifies the complex process of transitioning to external payment systems by providing a comprehensive suite of solutions. Hereʼs how each part of our offering works to help you streamline payment processing, reduce costs, and ensure a smooth experience for your users.
Billing orchestration: Smart routing, cascading, and reduced costs
- Smart routing: We optimize payment routing based on transaction type, region, payment method, and cost-efficiency. By selecting the best route for each transaction, we improve approval rates and reduce transaction costs.
- Cascading payments: If the primary payment gateway declines a transaction, our cascading payment system automatically routes it to secondary gateways. This ensures higher payment success and prevents lost revenue due to declines.
- Cost reduction: By routing transactions to the most efficient payment processor (based on cost and region), we help minimize processing fees. This reduces your operational costs, directly improving your bottom line.
Subscription engine: Tokenization, retries, and trials
- Tokenization: Our utilizes network tokenization, a secure method for storing payment details, enabling frictionless and recurring payments. Tokenization helps reduce churn by keeping payment information up-to-date, even when cards expire or change.
- Automatic retries: Our subscription engine automatically (e.g., due to insufficient funds or expired cards) at optimal times. This improves payment success rates and reduces churn, ensuring your subscription revenue continues without manual intervention.
- Trial management: For apps offering free trials, our subscription engine facilitates the smooth transition from free to paid subscriptions. We automate the process of converting trial users into paying subscribers, reducing friction and maximizing revenue.
Acquirer mesh: 70+ banks, cards, PayPal, Apple/Google Pay
- 70+ acquiring banks in the US and EU: We integrate with , including top-tier US acquirers like JP Morgan, Adyen, and Worldpay. This provides access to a broad range of payment options and methods across multiple regions.
- Multiple payment methods: Our platform supports traditional card payments, PayPal, Apple Pay, Google Pay, and other . You can offer a variety of payment options to meet user preferences and improve payment approval rates.
- Global reach: With connections to a wide range of banks and payment methods, we help you provide a seamless, localized payment experience across all regions. Whether it’s a US consumer paying with a credit card or an EU user paying with PayPal, Solidgate ensures smooth global payment acceptance.
Fraud prevention and chargeback suite: AI-powered rules and auto representment
- AI-powered fraud detection: Ourleverages AI and machine learning to identify fraudulent transactions in real-time. By analyzing transaction behavior and patterns, it can block high-risk transactions before they occur, reducing chargebacks and protecting your revenue.
- Automated chargeback management: We automate , management, and , handling disputes with issuing banks on your behalf. If a chargeback is filed, we automatically gather the necessary evidence and submit it to the bank, improving the chances of a successful resolution.
- Customized fraud rules: We enable you to customize fraud rules to fit your business needs. Whether you want to block high-risk countries or set transaction size limits, our system can be tailored to align with your specific business model.
Tax service: Sales tax & VAT filing as legal seller
- Sales tax compliance: automatically calculates, collects, and remits sales tax across various jurisdictions. Whether you're selling in the US, EU, or other regions, we ensure you stay compliant with local sales tax regulations.
- VAT filing: For businesses operating in the EU or other VAT-regulated regions, our platform manages VAT filing and ensures compliance with local VAT rules. As a legal seller, Solidgate handles the tax filings, reducing your risk and administrative burden.
- Global tax management: By managing tax obligations in multiple regions, Solidgate eliminates the need for separate systems for tax compliance. We ensure you remain compliant, so you can focus on growing your business.
How can app developers start adapting to the change?
The winners will be those companies that adapt to the changes faster than others and start using external payment providers first. Right now, you can do the following:
| Merchant | Solidgate |
| Collect KYC docs & optional contact opt‑in fields | Open MIDs / alt‑payment accounts in target regions |
| Integrate Solidgate SDK (web + mobile) | Sandbox test: auth, capture, refund, webhook |
| Prepare support scripts, tax mapping, and dispute flows | |
| Launch pilot → Monitor KPIs → Scale |
Depending on the nature of your business, these steps can take anywhere from a few days to a few months. Considering recent developments, it's a must for publishers to start the process soon to avoid being way behind the market. Just imagine generating a quarter more revenue for the same amount of money you spend on marketing – how would that affect your unit economics, ROI, and scalability?
Feel free to drop an email to the Solidgate team at sales@solidgate.com if you need some assistance with the steps listed above.