Google Play updates let U.K. developers do more and pay less

Google pleased to share that the UK will be one of the first markets to benefit from updates to Google Play’s business model, bringing lower fees and more choice to developers and Android users.

From June 30 developers can get lower service fees and utilise their own billing systems alongside Google Play’s, or guide users to their websites for digital content purchases. Developers can also join additional user focused programs, including our revamped Games Level Up program and Apps Experience Programs, to get even lower rates, starting Sept 30 in the UK.

Later this year, we’ll also launch a first-of-its-kind Registered App Stores program that streamlines the installation process for app stores that meet key safety criteria.

These changes build on the choice we offer, while also addressing concerns raised by the CMA. Today, Android generates over £9.9 billion in revenue for UK developers; google excited to keep building together.

Google has officially revamped its Google Play business model, offering significantly lower fees and expanded alternative billing choices. The rollout takes effect first in the United Kingdom, United States, and European Economic Area (EEA) beginning June 30, 2026. [1, 2, 3, 4]

The structural changes drastically reduce standard marketplace costs, directly addressing long-standing regulatory concerns from the UK’s Competition and Markets Authority (CMA) and resolving parts of global antitrust friction. [1, 5]

Google is separating its single overarching commission into two separate categories: a Service Fee and a Billing Fee. [4, 6]

• Service Fee: This baseline fee drops to 10% on the first $1 million in annual developer revenue (including auto-renewing subscriptions). For earnings over $1 million, the service fee scales up to 20% for new app installations and 25% for existing installations.
• Billing Fee: An additional 5% charge is added only if developers choose to use the native Google Play Billing system. [3, 4, 7]

Developers gain substantially more freedom in how they process digital commerce, steering transactions entirely away from Google’s native pipelines if they choose. [8]

• Alternative Billing Systems: Developers can integrate third-party payment systems directly into their apps. If they use an alternative payment system, they bypass Google’s 5% billing fee completely. [4, 9]
• External Web Routing: App creators can embed external web links to guide users directly to their own websites to complete digital content and subscription purchases. [1, 3, 9, 10, 11]
• Custom Choice Screens: Developers are permitted to design custom layout choice screens to present payment options to users, provided they align with Google’s UX guidelines. [3, 12]

Starting September 30, 2026, UK developers can apply for newly introduced performance programs to shave even more off their operating costs: [1, 3]

• Games Level Up Program: A refreshed gaming-tier track that offers lower fee brackets for studios hitting cross-device optimization targets. [6, 13]
• Apps Experience Program: Incentivizes building seamless multi-device software (for foldables, tablets, TVs, and wearables) by unlocking a further 5 percentage point reduction on transaction service fees. [6, 7, 8]

Later in 2026, Google plans to introduce a Registered App Stores program. This mechanism will safely streamline the background installation and update process for qualifying alternative app marketplaces running on the Android platform. [1, 14]

Are you looking to adapt an existing Android application to these new guidelines, or do you need help calculating how the new split fee structure will impact your specific app revenue? Google Play updates