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The Definitive Guide to App Store External Purchase Policies

App-to-web

The rules for linking users from your app to a web checkout are constantly changing. Get a clear, up-to-date breakdown of every external purchase program, fee, and policy for the Apple App Store and Google Play, so you can choose the right strategy and stop overpaying commissions.

The rules are confusing. The savings are real.

For the first time, you can link users from your app to your website for purchases. This is a huge opportunity to reduce app store fees, but navigating the maze of programs is a nightmare. The policies are different for Apple and Google, they change by region, and the fee structures seem designed to be as confusing as possible.

This guide cuts through the noise. Below is a simple, comprehensive breakdown of every program available to you, what's allowed, and what it actually costs.

Apple App Store external purchases guidelines

Apple offers several programs that allow you to direct users to external websites for purchases. Eligibility and fees vary by region and app category. Sources linked in the caption below.

Region/programEligible appsWhat's allowedCommissions/fees
  • United States: External Purchase Links
    All app categories in the US App Store (including games)Can include external payment links in-app to a web checkout0% (Standard App Store commission 15–30% still applies to any purchases made via IAP)
  • EU/EEA: Alternative Terms / StoreKit External Purchase Link
    All apps on an EU or EEA storefrontExternal purchases or payments allowed via link-out or third-party processingIf using IAP: 10-17% + 3% processing. If using external purchases: 2% Initial Acquisition + 5-13% + €0.50 CTF per first annual install over 1M
  • EEA: Music Streaming Services Entitlement
    Music streaming appsExternal subscription link or button allowed to your websiteUp to ~27% (normal 30% minus ~3% payment processing). EU Alternative Terms fee stack applies if you opt in there instead.
  • Netherlands: Dating Apps
    Dating apps exclusive to the NL storefrontAlternate in-app payments and/or external link to web purchase alongside Apple IAPNormal commission minus 3% (e.g. 27% instead of 30%, 12% instead of 15% for small business/long-running subs)
  • South Korea: StoreKit External Purchase Entitlement
    All apps on the South Korea App Store using a qualifying third-party PSPAlternate in-app payment providers allowed. Cannot also offer IAP in the same app.26%
  • Global: Reader Apps (External Link Account Entitlement)
    Reader apps (magazines, newspapers, books, audio, music, or video) that let users sign in to access previously-purchased contentOne link to your website for account creation and management. Must open in a browser. Cannot offer IAP in the same app.0%

Sources: US guidelines · EU guidelines · EEA Music · Netherlands Dating · South Korea · Reader Apps

Google Play Store external purchases guideline

Google offers several programs that allow you to use alternative billing systems or link users to external web purchases. Eligibility and fees vary by region and program.

Region/programEligible appsWhat's allowed for external paymentsCommissions/fees
  • Global: Own Billing (announced March 2026)
    All appsUse your own billing system in-app, or link users out to a web purchase pageOwn billing (no Google Play Billing): 20% service fee on new installs; 10% on recurring subscriptions. With Google Play Billing (EEA/UK/US): add 5% billing fee → 25% new installs / 15% subscriptions. This will replace UCB and External Offers programs. Rollout: EEA/UK/US by June 30, 2026; Australia by Sept 30, 2026; Korea/Japan by Dec 31, 2026; Rest of world by Sept 30, 2027.
  • User Choice Billing (UCB): Australia, Brazil, Indonesia, Japan, South Africa, United Kingdom, United States and EEA
    Non-game apps in AU, BR, ID, JP, ZA, UK, US. All apps in EEA, South Korea, India.Apps can offer users a choice between Google Play's billing and an alternative in-app billing methodIf using IAP: 15% for the first $1M/year; 30% above $1M/year. If using external billing: normal service fee minus 4% (e.g. 11% instead of 15%, 26% instead of 30%)
  • EEA: Alternative Billing Only (no Google Play Billing in the app)
    Apps targeting users in the EEA that want to remove Google Play Billing entirely and use only their own billing in-appIn-app transactions through your own or third-party billing system only. You cannot offer Google Play Billing as an option in the same app.Standard Google Play service fee minus 3% (e.g. 12% instead of 15%, 27% instead of 30%)
  • EEA: External Offers Program (link-out program)
    Apps in the EEA that want to promote offers in-app and send users outside the app for purchasesShow in-app promotional units and hyperlinks ('linkouts') that take users to your site or other destinations to purchase digital items or subscriptions3% Initial Acquisition fee + 10% (required) Tier 1 service fee + 3%/10% (optional) Tier 2 fee + variable per-install fees. Typical Tier-1 setup is roughly 13% on external sales; Tier 1+2 can reach the mid-20% range.

Sources: Own Billing announcement (March 2026) · User Choice Billing · EEA Alternative Billing Only · EEA External Offers Program

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