Google is opening Google Play to external billing and cutting service fees for UK developers, with the first phase of changes taking effect on June 30, 2026. The new structure separates the Play service fee from the billing fee, starts at 10% on the first $1M (USD) in annual earnings, and lets developers guide users to their own websites for purchases — a direct response to CMA concerns 1 2 3.
Google Play UK Developer Fees: The New Fee Breakdown
| Transaction Type | Service Fee | Billing Fee | Notes |
|---|---|---|---|
| First $1M revenue | 10% | 5% (Play billing only) | Applies to all auto-renewing subscriptions too |
| Above $1M revenue | Higher tiers | 5% (Play billing only) | See Help Center rate table |
| External / website | 10% on first $1M | $0 | No billing fee if you route users off-Play |
The key shift: developers no longer have to choose between Google Play’s billing and their own. They can run both side-by-side, or send users to a website for digital content purchases, and the 10% service fee applies regardless of which path the user takes 1.
Timeline for UK Developers
- June 30, 2026 — Base billing-choice program launches for UK, US, and EEA. Service fee drops to 10% on first $1M.
- September 30, 2026 — The revamped Games Level Up and Apps Experience programs open in the UK, offering additional fee reductions for qualifying apps and games.
- Later in 2026 — Registered App Stores program launches, making it easier for safety-certified alternative app stores to reach users.
Google says Android already generates over £9.9 billion in revenue for UK developers, and the changes are designed to “keep building together” while addressing competition concerns 2.
What This Means in Practice
- Indie studios can now offer in-app purchases through their own web checkout and avoid the 5% billing surcharge entirely.
- Subscription apps get the same 10% service-fee floor, which is competitive with other major storefronts.
- Games Level Up / Apps Experience qualifiers can push effective rates below 10% starting in September, provided they hit quality and engagement thresholds.
- Alternative app stores that meet safety criteria will get streamlined onboarding later this year — Google has not yet published the exact eligibility checklist 1.
Bottom Line
UK developers get more pricing freedom and a lower floor on June 30, but the real savings come in September if you qualify for Level Up or Apps Experience. If you run an indie app or game studio, this is the quarter to audit your Play revenue share and decide whether to route new users through your own web billing.
Inline image credit: Android Developers Blog (official rate-card asset)
