An interesting development, this, according to a new report from The Verge: Meta is experimenting with an in-Facebook app store, where developers will be able to present their apps and users will download directly without having to leave The Social Network.
"As The Verge reports :

"Meta is going to let people in the EU download apps directly via Facebook ads, positioning the company to eventually compete with Google and Apple's app stores. A new kind of ad is due to roll out as a pilot with a small number of Android app developers as soon as later this year."

The move, which-as The Verge notes-would apply to European users and developers-only-comes in response to the incoming EU Digital Markets Act (DMA), which will require Google and Apple to open up their respective mobile platforms to alternative methods of downloading apps.

That could open the door for Meta to take more control over app distribution, and perhaps in-app payments as well, getting rid of the restrictions and taxes that the two tech giants impose on Android and iOS interactions.

For years, Meta has complained about how Apple approaches this.

In 2020, in a public spat over Apple's fee structure for in-app purchases, Meta CEO Mark Zuckerberg called Apple's approach 'monopolistic' and damaging to competition in the space.

That was prompted by Meta's pressure to let creators monetize virtual events on Facebook during the COVID lockdowns, which had already axed IRL live events, but Apple refused to give up its 30% cut on in-app purchases, limiting creator take-home. Apple later put its fees on hold due to the situation, but it started taking its share again soon after.

Many others have assailed also this approach that Apple and Google share similarly in this regard, with both Meta and Twitter wanting to circumvent their share of revenue generated by their subscription programs, by offering variable pricing for purchases in-app and on the web-i.e. where those taxes don't apply.

It could be a quite meaningful opportunity to really own control over that element on their own, and to generate a lot more direct income on behalf of Meta and the vast distribution chain of other partners. Of course, it'll be fascinating to see how the EU looks to apply its DMA approach and whether that does indeed allow alternative app stores-and then extend to other transactions as a result.
It's still early days, and Meta hasn't even announced official information on the project yet. Still, they are sounding them out, which in this case might become a game changer for app developers-those looking to make some kind of direct income from their Facebook and IG presence.

The application install ads are going to be a first step. One region in which it succeeds, you can bet that Meta will get its Washington lobbyists on the job to push the same deal in other markets.