Well, this is awkward timing. Google Play now allows Android app developers in the US to use alternative billing systems besides Google Play Billing, following a court injunction from the Epic Games vs. Google legal battle. This means developers can offer users different payment methods for in-app purchases, subscriptions, and digital goods, including linking to external checkout pages and promoting deals outside the Play Store.
The change took effect on October 29, 2025, and will last until November 1, 2027, when the court’s injunction expires. Google also no longer restricts developers from communicating pricing or payment options available outside the Play Store or from providing external download links.
This shift reduces the monopoly Google held over app payments, potentially saving users money and providing developers with alternative revenue strategies. Both Google and Apple still charge commissions ranging from 15% to 30%, but alternative billing opens opportunities to reduce fees by using third-party processors.
For years, developers expressed dissatisfaction with how companies like Apple and Google take such a large cut of app and in-app purchases. Google previously offered Epic $147 million to keep Fortnite in the Play Store, concerned that other developers might follow suit.
What Apple Is Doing
Apple’s App Store made a similar change earlier in 2025, allowing alternative payment systems in the US following its own legal challenges, including the Epic Games vs. Apple case. However, Apple’s situation differs slightly from Google’s implementation.
Both platforms now allow US developers to bypass their proprietary billing systems and offer external payment options. However, Apple retains more control and imposes certain restrictions tied to its ecosystem. The company can’t block developers from linking to outside payment methods, but Epic Games continues pushing for even more reforms globally.
Google promises more policy updates around user trust and safety to complement these changes, similar to Apple’s ongoing control over app ecosystem rules. Google’s change currently applies only in the US for a limited three-year period, while Apple’s alternative billing allowance emerged from similar court rulings but with different implementation details.
