Google Play Billing Choice program live in US/UK/EEA
Google Play Android Developers Blog of 24 June 2026: expanded billing choice and separated service/billing fees start 30 June 2026 in the US, UK and EEA.
On 24 June 2026 Google published Expanded billing choice and lower fees on Google Play. The billing choice program lets developers offer alternative billing or external web links alongside Play Billing for users in the United Kingdom, EEA, and (via related US programmes) the United States. Separated service fee and billing fee structures start 30 June 2026 in US/UK/EEA.
Fee framing (Google’s published rates)
Service fee starts at 10% on the first $1M USD annual earnings and for auto-renewing subscriptions; other rates depend on new vs existing installs relative to the regional rollout date (see Help Center tables). For transactions using Google Play’s billing system, an additional billing fee of 5% applies in the US, UK and EEA; alternative billing / external web links do not incur that billing fee. Later markets follow a staggered schedule (for example Australia 30 September 2026; Japan/Korea timelines on the fee help page).
Operator action
| Field | Evidence |
|---|---|
| Blog date | 2026-06-24 |
| US/UK/EEA fee start | 2026-06-30 |
| Service fee (first $1M / subs) | 10% |
| Play Billing add-on fee (US/UK/EEA) | 5% |
| UA implication | Android IAP payback and web-shop UA economics change; remodel LTV with service vs billing split |
Use Play Console Help fee tables for programme-specific rates; do not invent blended industry averages.
Related posts
market intelligence
media buying
·1 min read
Lunar New Year UA gates from an official calendar, not a CPI myth
market intelligence
media buying
·2 min read
WeChat Mini Games upgrades 2026 IAP / virtual-payment incentives for debut titles
market intelligence
media buying
·2 min read