Table of Contents
Highlights:
- Google has announced a significant upgrade to its External Offers Program.
- The announcement made on August 19, 2025, coincides with increased regulatory scrutiny under the European Union’s Digital Markets Act (DMA).
- The Developers will have more options for advertising digital services outside of Google Play.
- There is a major update in the fee structure.
Google has announced a significant upgrade to its External Offers Program. The update discusses how it regulates how developers can encourage users in the European Economic Area (EEA) to purchase in-app features and services from sources other than Google Play. The announcement made on August 19, 2025, coincides with increased regulatory scrutiny under the European Union’s Digital Markets Act (DMA). It still adheres to Google Play’s Payment policy. The upgrade offers developers new options, updated fees, and additional opportunities to direct customers to alternative payment methods.
Background
The European Commission has been exerting pressure on Google since the beginning of 2024, alleging that it favors its own vertical services, such as Google Flights, and restricts app developers from informing customers about offerings outside of its ecosystem.
In March 2025, the Commission accused Google of violating the DMA. The DMA is a historic law designed to limit the power of Big Tech platforms. Regulators accused Google’s service costs of being excessively high and that its current practices prohibited developers from freely directing users to less expensive or alternative channels. This, in turn, compelled Google to change its policy after facing fines of up to 10% of its yearly worldwide revenue.
Key Changes
The Developers will have more options for advertising digital services outside of Google Play, including links to download their external apps and the ability to choose from a variety of recurring service tiers.
The apps must be registered as a business organisation, should operate within the EEA, and should not target audiences younger than 13. Developers may advertise the digital features and services. The developers must integrate with Google’s External Offers APIs to ensure accurate transaction reporting and provide the necessary information screens for consumers.
The external offers should protect and preserve personally identifiable information, avoid deceptive redirects, and notify visitors of the destination page. Customer service, refund procedures, and dispute resolution procedures must be offered for purchases made outside of the app.
Updated Fee Structure
Google’s fee structure has been a major problem and a source of conflict between authorities and the company. The Fee structure is divided into two parts under the updated program. When a user makes their first external purchase within 120 hours of receiving an external offer, they are assessed an initial acquisition cost. This is a time-limited price that lasts for two years.
Besides, auto-renewing memberships are priced at 5%, while other in-app digital features and services are priced at 10%. Google Play’s ongoing services, such as parental controls, app security, and fraud prevention, are covered by the ongoing services fee. This charge is 17% for other digital services and 7% for auto-renewing subscriptions. However, the developers can choose to discontinue continued services after the two-year period, but doing so requires user approval.
Developer Responsibilities
The developers must adhere to strict guidelines when directing users to external offers. Transactions that are conducted within the app must be reported to Google Play within 24 hours. The links must function through browsers or installed app stores, and all promotional materials must exclude references to purchases outside the Play Store to avoid user confusion. These developments illustrate Google’s efforts to comply with EU regulations while maintaining user safety and the integrity of its marketplace.
Google’s Position and Regulatory Pushback
Google has expressed concerns about the potential dangers associated with these modifications. Google’s EMEA Senior Competition Counsel, Clare Kelly, emphasized that exposing users to third-party payment methods may lead to the introduction of unwanted content and a less favorable Android experience. However, after consulting with developers, industry experts, and the European Commission, Google admitted that it needed to modify its policy.
The EU views Google’s updated fees and structures as an attempt to preserve profits while nominally complying with the DMA, but they remain cautious. Since Google continues to profit from user acquisitions conducted through its platform, regulators have argued that even lower fees might be excessive.
Conclusion
The program update marks a pivotal moment in the ongoing relationship of conflict and distrust between regulators and major tech platforms. For developers, the changes offer more flexibility in promoting external offers and managing alternative payment structures. However, they come with ongoing compliance and fee obligations. For Google, on the other hand, the revisions represent both a concession to EU regulatory demands and a strategic move to preserve the value of its Play ecosystem.
