Google Changes Play Store Rules in the EU: 3% Commission and Two-Tier Pricing from 2025

26.08.2025

Google is revising its Google Play policies for developers from EU countries regarding the use of external payment channels. As previously reported, Apple made similar changes shortly before. The reason behind these changes is the European Commission’s requirement to comply with the Digital Markets Act (DMA), which mandates the opening of alternative distribution and payment channels.

Regulatory Pressure

In March 2025, the European Commission accused Google of two violations of the DMA. According to the authorities, the company:

• Restricted developers from informing users about offers outside Google Play.
• Used search results to promote its own services (e.g., Google Flights) to the detriment of competitors.
• Charged commissions for user acquisition via Google Play that exceeded reasonable levels.

Effectively, Google deprived developers of the technical ability to direct users to external channels with better terms.
Google has been under scrutiny by the European Commission since early 2024 and has already been fined over €8 billion for various antitrust violations. If found guilty under the DMA, Google could face a new fine of up to 10% of its global annual revenue.

What’s Changing

The main update is expanded options for developers to redirect users outside of Google Play.

Since March 2024, apps have been allowed to include links to external services for subscription and in-app purchases (IAP). Now, Google is going further: developers can add links to download their own apps and create offers more freely.

Google is introducing a new commission mechanism with multiple tiers. EU countries are divided into four groups based on their economic development.

Google will also implement a mandatory information window when users follow external links. This window will warn users about leaving the secure Google Play environment and allow them to configure such notifications per app.

Fees for Purchases Outside Google Play

Initial Acquisition Fee:

 

• 3% (previously 10%), applicable only for the first 6 months after app installation.
• After 6 months, the initial fee is no longer charged.

Regular Transactions After 6 Months:

• 10% under Tier 1 (mandatory service level).
• With Tier 2 (optional level), an additional +10% for IAP and +3% for subscriptions, totaling up to 13%.

Fees for Downloads via External Links:
If a user installs an app via an external link (not from Google Play), Google still charges:

 

• 3% for the first 6 months.
• After that, a fixed euro rate per installation, depending on the country and app category (e.g., €0.90–€1.90 in “Group 1” for apps and games).

Thus, even with external downloads, Google maintains financial involvement, citing the need to support infrastructure and security.

Two Service Levels

Like Apple, Google is introducing a multi-tier service system for developers:

• Tier 1 (mandatory): 10% transaction fee, includes basic security features, app scanning, and basic distribution capabilities.
• Tier 2 (optional): +10% for IAP and +3% for subscriptions. In return, developers get enhanced promotion tools, personalized campaigns, and improved analytics.

A key feature of Tier 1: developers have a limited quota for app updates (quarterly), while Tier 2 offers unlimited automatic updates.
Developers can choose the service level per app and per country, with changes allowed every six months.

Final Fee Logic

• Tier 1: Initial Acquisition Fee + Tier 1 fees.
• Tier 2: Initial Acquisition Fee + Tier 1 + Tier 2 fees.

Implementation Timeline

• August 2025: New program terms available for registered developers.
• Within 3 months: Previously registered developers must update their apps to comply with the new rules.
• Fall 2025: Google will introduce new APIs and mandatory requirements for app download links. Until then, developers must declare

URLs in Play Console for review. Choosing a service level will also become mandatory.

Practical Takeaways

Google’s changes are a result of systemic pressure from the EU on gatekeepers — platforms that effectively control market access. Apple has also made similar policy changes regarding alternative payment channels.
For a long time, commissions from app and in-app sales were key to the business models of these companies, enabled by control over their ecosystems. Now, due to EU actions, third-party stores and payment methods are being allowed, putting developers in a position to choose: stick with Google and Apple’s infrastructure and pay more, or build their own infrastructure, pay less, but take on more risk and responsibility.

Choosing a strategy for working with Google Play now depends on app scale and readiness to manage payment infrastructure.

• Tier 1 suits developers who prioritize simplicity and security: fixed commission, basic services, and safe use of external links.
• Tier 2 is beneficial for those with their own user support and payment infrastructure: advanced promotion and analytics can boost revenue from subscriptions and IAP, especially when scaling across EU countries.

Small and medium developers should assess team capacity: new fees and external link management require process changes, and users may abandon purchases when redirected to external sites. The decision should be based on comparing potential savings with operational costs and security.

All apps and sites linked externally will be reviewed for compliance with Google Play policies, including malware checks.

The Arbitration & IT Disputes team is ready to assist with issues related to the new Google Play rules in the EU.

Authors: Kamal Tserakhau, Krystsina Vainilovich.