New ways for small businesses to boost and avoid Apple service fees

Businesses with limited resources have found tremendous value in advertising through boosted posts to find new customers and have been utilising them for many years. In fact, nearly all boosted post users are small businesses.

To support the millions of small businesses that use boosted posts on Facebook and Instagram, advertisers can now go to and on mobile and desktop to boost their content and avoid a 30% Apple service fee.

The Apple service fee is a result of updates Apple made to the App Store Review Guidelines. Starting from July, when an advertiser uses the Facebook or Instagram iOS app to Boost a post, they will be billed through Apple, which retains a 30% service fee on the total ad payment, before any applicable taxes and local fees. This service fee is retained by Apple, not Meta.

We are required to either comply with Appleā€™s guidelines or remove boosted posts from our iOS apps. We do not want to remove the ability to boost posts, as this would hurt small businesses by making the feature less discoverable and potentially deprive them of a valuable way to promote their business.

We are committed to offering businesses flexible and convenient options to help them navigate this change and maximise the results of their ad spend. As part of our efforts to do this, we have invested in alternative ways to boost posts.

Specifically, advertisers can access and on both desktop computers or a mobile web browser to boost their content. When doing this, they will have all the same features as boosting posts from the iOS apps, except now they will avoid the Apple service fee.

What are boosted posts?

Boosted posts are a low-barrier-to-entry advertising product that businesses can use to quickly promote a piece of content without needing to set up a full campaign in Ads Manager. This feature is particularly used by small businesses, who may use boosted posts as their only form of advertising across Facebook and Instagram.