Facebook may let EU users download apps directly from ads

Meta is gearing up to debut a new type of Facebook ads that will allow users in the European Union to download apps without having to visit their mobile platform’s app store, according to The Verge. Yes, it will offer a direct download option for users, though the capability will likely debut only on Android, because the company is reportedly working with Android developers for its pilot launch later this year. 

Android users can already install APKs and sideload apps they download through their browsers. However, those apps still use Google’s billing system. Meta’s alternative way to download apps is supposedly completely independent of both Apple’s App Store and Google Play. It’ll be possible to introduce such a feature in the EU due to a new law called the Digital Markets Act (DMA), which will go into effect in 2024. Under the DMA’s rules, consumers must be able to download apps from competing app stores. “When a gatekeeper engages in unfair practices, such as… preventing installation of applications from other sources, consumers are likely to pay more or are effectively deprived of the benefits that alternative services might have brought,” the European Commission said. 

Tom Channick, a spokesperson for Meta, has confirmed the company’s plan to introduce app downloads through Facebook ads to The Verge. “We’ve always been interested in helping developers distribute their apps, and new options would add more competition in this space,” he said. “Developers deserve more ways to easily get their apps to the people that want them.” We also reached out to Meta for confirmation and more details. Meta reportedly won’t be taking a cut from developers’ earnings and will allow them to use whatever billing system they want. For now, anyway. That could change as the service evolves, if it ever gets past the pilot testing phase.