Google has announced updates to its Play Store business model, introducing expanded billing flexibility, lower fees, and new programs for app and game developers.
The updates include expanded billing options, a revised fee structure, and new developer programs that will be rolled out in phases across multiple markets.
Google Play expands billing choice options
Google Play’s billing system supports transactions across more than 195 markets and over 300 local payment methods, while handling taxes, compliance requirements, and subscription management. Google said some developers require additional flexibility in how they manage digital commerce, leading to the expansion of its billing choice offerings.
Building on existing programs, Google’s billing choice program is now available to all developers globally that provide digital services or content to users in the United Kingdom and the European Economic Area (EEA), alongside existing programs in the United States. Following this initial phase, Google said availability will continue expanding to additional markets.
Through the program, developers can:
- Offer an alternative billing system alongside Google Play Billing
- Link users to their own websites for purchases
- Create their own billing choice screens in accordance with Google’s UX guidelines instead of using Google’s default version
Google separates service and billing fees
As part of the updated business model, Google is separating its service fee from its billing fee. The change takes effect on June 30, 2026, beginning in the United States, United Kingdom, and European Economic Area.
Regardless of whether developers use Google Play Billing, alternative billing, or external web links, the service fee starts at 10% on the first $1 million (USD) in annual earnings.
Under the updated model:
- The same 10% service fee applies to all auto-renewing subscriptions
- Other transaction categories will follow Google’s updated fee structure
For transactions outside subscriptions, the applicable service fee will depend on whether the transacting user’s installation is classified as a new install or an existing install relative to the rollout date in that market.
- New installs: Transactions from users whose first installation or first update of an app from Google Play occurred on or after the date the new fee structure launched in their region.
- Existing installs: Transactions from users whose first installation or first update of an app from Google Play occurred before the date the new fee structure launches in their market.
Transactions that use Google Play Billing will also be subject to a separate billing fee. In the United States, United Kingdom, and European Economic Area, the billing fee is set at 5%.
Google said billing fee details for additional markets will be announced later. Transactions processed through alternative billing systems or external web links will not be subject to the billing fee.
Games Level Up and Apps Experience programs
Google has also announced updates to its revamped Games Level Up program and introduced the new Apps Experience program. Detailed guidelines for both programs are now available through their respective program websites.
Apps and games that meet all program requirements will be eligible for:
- New program rate cards
- Reduced rates under the updated program structure
Google said developers can review the guidelines and begin preparing their apps and games ahead of September 30, 2026, when the new program rate cards officially become available.
Global rollout schedule
Google said the business model changes require supporting technical infrastructure and alignment with local regulations. As a result, the updates will be introduced on a staggered timeline across markets rather than launching globally at the same time.
To help developers prepare, the company has published a global rollout schedule covering the expansion of billing options, fee structure updates, and program availability across regions.