Interesting – a new report from The Verge suggests that Meta is trying to experiment with its own in-Facebook app store: this will allow developers to display their apps and also allow users to download them directly, without having to navigate outside The Social Network.
As the Verge explains

Meta is planning to let people in the EU download apps directly from Facebook ads, thus setting the company up eventually to compete with Google and Apple's app stores. The new kind of ad is set to begin as a pilot with a few Android app developers as soon as later this year.

In response to this incoming EU Digital Markets Act that will compel Google and Apple to open up their respective mobile platforms to alternative methods of downloading apps, it is seen that the move, which as The Verge points out will apply to European users and developers only, comes in response.

That would allow Meta, but perhaps for the first time, to exert full control over app distribution and potentially in-app payments as well, ending all the restrictions and taxes imposed by the two tech giants on interactions involving Android and iOS.

Meta has been particularly vocal in its criticism of Apple's approach.

Back in 2020, amid a public spat over Apple’s fee structure for in-app purchases, Meta CEO Mark Zuckerberg labelled Apple’s approach ‘monopolistic’ and harmful to competition in the space.

That was sparked by Meta's push to allow creators to make money from virtual events on Facebook, amid the COVID lockdowns which had canceled IRL live events, but Apple refused to yield its 30% cut on in-app purchases, thereby limiting creator intake. Apple eventually paused its fees in light of the situation, but resumed taking its share shortly after.

Many others also have criticized Apple and Google's similar approach on this front, as both Meta and Twitter look to bypass their take of revenue from their subscription programs by offering variable pricing for purchases in-app and on the web—i.e. where those taxes don't apply.

Clearly, the ability to really own this asset, and to generate more direct revenues for Meta and its partners, is potentially a huge opportunity, and it will be interesting to see how the EU looks at applying 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 officially announced any project details as such. But it's exploring its options, and that could be a game changer for app developers and those looking to make direct income from their Facebook and IG presence.

App install ads would be the first step, and if it works in one region, you can bet that Meta will be enlisting its army of Washington lobbyists to push for the same in other markets.