Understanding Google Play's lower service fees

As announced on March 4, 2026, these changes will be rolled out in a staggered schedule. See timelines below for more details on the roll out.

Google Play is introducing business model changes that give developers expanded billing choice and new, lower service fees. The changes also introduce even lower rates for developers signing up for specific programs that support high-quality app experiences.

Changes to the service fee

As with Play’s current model, we have a service fee that is charged on all transactions regardless of whether the transaction uses Google Play Billing, Alternative Billing or external web links. This fee reflects the value provided by Android and Play and supports our continued investments across Android and Play.

The applicable service fee will be determined by whether the transacting user's install is "new" or "existing", with the regional rollout date serving as the effective date:

New Installs: A transaction from a user whose first-time install or first update of the app from Google Play occurred on or after the date the new fee structure launched in their region.
Existing Installs: A transaction from a user whose first-time install or first update of the app from Google Play occurred before the date the new fee structure launched in their region.

For transactions that use Google Play Billing, an additional billing fee applies. In the US, UK, and the European Economic Area (EEA), the billing fee is set at 5%. Billing fee details for other regions are forthcoming.

Developers can unlock even lower rates by joining the new Apps Experience Program or the revamped Games Level Up Program. These programs are designed to ensure best-in-class Android app experiences through specific integration and functionality requirements. By participating, developers are eligible for a 15% rate on new installs or a 20% rate on existing installs for non-recurring SKUs (excluding the billing fee). More details to come.

Service fee for transactions on New Installs

	Non-recurring transactions	Recurring transactions	Initial purchase of paid app or game
	_{In-app* or External web link**}		_{Play Store}
Standard	20% _{+ billing fee, if applicable}	10% _{+ billing fee, if applicable}	20% _{+ billing fee}
When participating in the new Apps & Games programs	15% _{+ billing fee, if applicable}	10% _{+ billing fee, if applicable}	15% _{+ billing fee}
First $1M annual earnings	10% _{+ billing fee, if applicable}	10% _{+ billing fee, if applicable}	10% _{+ billing fee}

Service fee for transactions on Existing Installs

	Non-recurring transactions		Recurring transactions	Initial purchase of paid app or game
	_In-app*	_{External web link**}	_{In-app* or External web link**}	_{Play Store}
Standard	25% _{+ billing fee, if applicable}	20%	10% _{+ billing fee, if applicable}	25% _{+ billing fee}
When participating in the new Apps & Games programs	20% _{+ billing fee, if applicable}	15%	10% _{+ billing fee, if applicable}	20% _{+ billing fee}
First $1M annual earnings	10% _{+ billing fee, if applicable}	10%	10% _{+ billing fee, if applicable}	10% _{+ billing fee}

_{* For purchases through Google Play’s billing system or alternative billing

** Program details will be shared in the coming months}

Timeline

To ensure a seamless transition and alignment with local regulations, these changes will roll out on a staggered schedule. The rollout date for each region is also the threshold for determining what counts as a "new install".

Rollout date for each region	Changes to service fees + Expanded Billing Choice Availability	New Apps and Games program availability
June 30, 2026	EEA, UK, US
September 30, 2026	AU	AU, EEA, UK, US
December 31, 2026	JP, KR	JP, KR
September 30, 2027	Rest of World	Rest of World

Frequently asked questions

I am already part of the Google Play Games Level Up program. Can I get access to the reduced fees now?

We appreciate your partnership with Play, and your participation in the Games Level Up program which will improve gaming experiences for users and help you as a developer grow. The service fee changes from Games Level Up require continued program participation, including meeting new program requirements once announced. These reduced fees will become available as per the timeline. We welcome and appreciate your early participation and commitment to the program, and the resulting early benefits to our shared users and your business.

I am already part of the Google Play Games Level Up program. Will I need to complete additional integrations in order to get access to reduced fees?

Google Play will announce a revamped Games Level Up program which will include integrations and functionalities for developers to adopt in order to unlock the additional reduction in fees. We will be adding more program requirements, but the existing requirements will continue to be part of the program. This ensures that your current integration work continues to provide value as the program evolves.

How will Google Play define a “new install” for the purpose of the new service fee model?

Google Play will use the time that an app is first installed from Play or first updated from Play, if the app was not originally installed from Play, to determine the first-time “install date”. If that “install date” is on or after the date at which the new fee structure is launched in a region it will count as a “new install”.

What happens to the Play Media Experience Program?

There are no changes to our Media Experience Program at this time. We will reach out to developers on the Media Experience Program with updates once ready.

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