An unexpected competitor for Google and Apple: Meta plans to launch app installation feature directly from Facebook

According to The Verge, Meta plans to allow users in the EU to download apps directly from the Facebook app to create competition for the App Store and Play Store.

Here's What We Know

This became possible thanks to the EU Digital Markets Act, which is due to enter into force in the spring of 2024. It considers Apple and Google as "gatekeepers" and requires them to open their mobile platforms to alternative methods of downloading apps.

Technically, Android users can download third-party apps, although Google makes it difficult by combining in-app payment and licensing from the Play Store, as well as displaying dire warnings when trying to install an app from an "unknown source". Nevertheless, Meta still believes that it is safer to test a feature on Android first, rather than iOS.

Meta's suggestion to the developers participating in the pilot is that by allowing Facebook users to download their apps directly from the app, they will get higher conversion rates for their app install ads. At least initially, Meta has no plans to reduce revenue from participating apps, so developers in the pilot can still use whatever billing systems they like.

Source: The Verge