Meta announces new Facebook creator tools, including custom subscription links that use its native payments system to bypass Apple and Google's IAP cut

The change is specifically about circumventing Apple's 30 percent tax, according to Zuckerberg — Facebook has found a way to skirt Apple's 30 percent tax on in-app transactions.

The Verge 2021-11-04 Alex Heath

Context & Ripple Effects

Meta had already telegraphed an off-app payment strategy: Instagram chief Adam Mosseri said Facebook would help creators avoid Apple’s cut by facilitating transactions elsewhere, while Facebook prepared a payout view showing creators the fees charged by Apple, Google, and others. The new links turn that messaging into a native payment path for creator subscriptions.

The move also extends Facebook’s earlier willingness to route paid access outside the standard app-store transaction model, seen in its publisher paywall arrangement for iOS readers.

First-order effects

Facebook creators can direct subscription purchases through Meta’s native payments system rather than Apple or Google in-app purchases.
Apple and Google forgo their in-app-purchase commission on subscription transactions that successfully move through those custom links.

Second-order effects

Meta becomes the payment intermediary for a larger share of creator subscriptions, making its creator tools more directly tied to transaction processing rather than discovery alone.
The approach establishes the off-app payment playbook later used for web-based Stars purchases, giving fans another way to pay Facebook creators without app-store commissions.

Third-order effects

Creator platforms are building their own monetization rails around mobile gatekeepers’ take rates, shifting competition toward who controls the payment relationship with fans.
The model remains bounded by where a transaction occurs: Meta’s later iOS fee for boosted posts shows Apple’s take rate can reappear when payments are processed inside the app.

The trend: Creator platforms are increasingly pairing audience tools with first-party payment flows to reduce dependence on app-store billing.

Discussion

@fbforcreators @fbforcreators on x
Today we're sharing a number of exciting updates for Subscriptions, previously Fan Subscriptions, that will help creators make more money, earn a sustainable living and have more control over the businesses they build on Facebook. Learn more here https://www.facebook.com/... http…
@mikeisaac Rat King on x
zuckerberg dinging apple again while explaining some of its platform policies to lure creators https://www.facebook.com/... https://twitter.com/...
@omri_legacy Omri Velvart on x
iOS totalitarian regime has left the building. “Starting today, we're offering creators the ability to direct people to a website to complete their Subscriptions purchase using Facebook Pay” $FB $AAPL https://www.facebook.com/...
@eric_seufert Eric Seufert on x
I wonder how draconian / particular Apple can afford to be with App Store guidelines enforcement right now, given the scrutiny it is under. Id expect to see more, similar examples of boundary pushing https://www.theverge.com/...
@muchiriimike @muchiriimike on x
Facebook rebranding to META wasn't a bad idea. They're taking a swing at Apple and it's actually a win for creators! https://twitter.com/...
@stonemountain64 Stone on x
This is insane. Facebook is creating a way for creators to bypass the App Store 30% cut on supporters on mobile. In combination with them also taking a 0% fee through 2023 and announced paying creators for supporters they get through their $1B program...Good time to create on Fb …
@kyurieff Kaya Yurieff on x
Social media creators have emerged as key players in the tussle between Apple and Facebook over in-app payments. The latest: Facebook is circumventing Apple's 30% fee on in-app purchases by offering creators a personalized subscription link https://www.theinformation.com/ ...
@bettemidler @bettemidler on x
Okay, admit it: when you heard Facebook's new name, Meta, was already taken, you were kinda hoping we'd learn it was owned by the Winklevoss twins?
@oakleyboiii @oakleyboiii on x
This is insane. Absolutely mind blowing. Y'all can hate on FB all you want, nobody takes better care of there creators. https://twitter.com/...
@epro Emil Protalinski on x
When announcing subscription links to circumvent Apple's and Google's taxes, Mark Zuckerberg only called out the former: “we're focused on unlocking opportunities for creators to make money from their work. The 30% fees that Apple takes on transactions make it harder to do that” …
@zerohedge @zerohedge on x
META CEO ZUCKERBERG SAYS UPDATING ITS SUBSCRIPTIONS PRODUCT SO CREATORS CAN EARN MORE - FACEBOOK POST the CIA will finally be in the green
@bestpinoza Brian Espinoza on x
@kattenbarge Facebook has been trying to cultivate talent and poach stars for years. The cpm on their live platform is insane and in some regions is very popular.
@kattenbarge Kat Tenbarge on x
@bestpinoza I kind of think they'll succeed 😅 Every creator I've spoken to about working with Facebook actually... loves it
@jaredfps Xset JaredFps on x
FBGG 👀 making moves https://twitter.com/...
@kattenbarge Kat Tenbarge on x
I can envision Facebook trying to buy out the influencers of other platforms and eventually wrangle exclusivity deals with them. They've been moving toward that model in the gaming space for at least 2 years now. But we have yet to see organic culture shifts that don't involve $
@kattenbarge Kat Tenbarge on x
It's interesting that Facebook is recruiting TikTok stars to promote Meta/its rebranding. For years, Facebook has failed to cultivate a homegrown creator culture that rivals YouTube, Instagram, Twitch, and now TikTok. If FB wants to succeed with teens, it needs teen culture.
@btj_games BTJ Games on x
Wut? @FacebookGaming you guys ok? Why not just give pages the ability to private message their subscribers? Why are we not using the tools of the SOCIAL MEDIA PLATFORM we're already on to connect with our subs? https://www.facebook.com/... https://twitter.com/...
@skasriel Stephane Kasriel on x
Creators pay too much hard-earned 💵 in high fees. Today, we're rolling out updates to the Facebook Subscriptions product, allowing creators to keep more of what they earn! https://www.facebook.com/...
@alexeheath Alex Heath on x
will be interesting to see if Twitter and other apps follow suit here https://www.theverge.com/...
@carnage4life Dare Obasanjo on x
People who have studied the creator economy like @ljin18 and @nbashaw have come to the conclusion that Apple's 30% tax is strangling the nascent economy and preventing people from earning a living online & companies thriving (e.g Roblox is unprofitable). https://every.to/...
@carnage4life Dare Obasanjo on x
Apple makes Facebook out to be a villain for providing targeted ads. Apple gains financially and reputationally via ATT. Strategy credit. Facebook/Meta now pointing out Apple's 30% tax is holding back and stealing from creator economy. Builds features to address. Strategy credit …
@wongmjane @wongmjane on x
@MikeIsaac apple sure lives in his head rent free. not the first time he did that publicly 😬

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