Google has announced the implementation of User Choice Billing (UCB) for Google Play developers in the United Kingdom, effective March 29, 2025. This initiative allows developers to offer alternative billing systems alongside Google’s existing payment infrastructure, providing users with the option to select their preferred payment method during in-app purchases.
Background and Regulatory Context
The introduction of UCB in the UK follows an investigation by the UK’s Competition and Markets Authority (CMA) into in-app payment systems on Android devices, initiated in June 2022. The CMA’s study highlighted concerns over the dominance of Google’s and Apple’s app stores, particularly regarding their exclusive in-app billing systems. In response, Google proposed the UCB system to address these concerns and promote a more competitive environment. The CMA subsequently conducted a public consultation to gather feedback on this proposal.
Implementation Details
Under the UCB program, non-gaming app developers can integrate alternative billing systems within their applications. At the point of purchase, users will be presented with a choice between Google’s billing system and the developer’s alternative system, enabling them to make informed decisions based on their preferences.
Developers opting to implement an alternative billing system will benefit from a reduction in service fees. Specifically, Google’s standard service fee, which can be up to 30% of in-app transactions, will be reduced by 4% for transactions processed through the alternative system. This adjustment acknowledges the costs associated with third-party payment processing while maintaining support for Google’s ongoing investments in the Android and Google Play ecosystems.
Developer Requirements and Eligibility
To participate in the UCB program, developers must meet specific criteria:
– App Eligibility: The program is initially available to non-gaming mobile and tablet applications.
– Business Registration: Developers must be registered businesses to qualify for the program.
– Compliance Standards: Developers are required to adhere to user protection and program requirements, including:
– Implementing trust and safety measures, as well as user experience guidelines.
– Offering user choice billing exclusively to mobile and tablet users in the UK.
– Complying with the Payment Card Industry Data Security Standard (PCI-DSS) if handling credit and debit card data.
– Providing customer support for users utilizing the alternative billing system, including a process for disputing unauthorized transactions.
Developers must also notify Google in advance of any intended changes to their app enrollment preferences, such as enabling or disabling user choice billing in specific apps or markets.
Global Context and Future Outlook
The UK joins a growing list of regions where Google has implemented UCB, including the United States, India, Australia, Indonesia, Japan, and the European Economic Area (EEA). This expansion reflects Google’s commitment to providing developers and users with more flexibility and choice in payment processing options.
The phased rollout of UCB in the UK is part of Google’s broader strategy to address regulatory concerns and enhance the user experience by offering more payment options. By allowing alternative billing systems, Google aims to foster a more competitive and user-friendly app ecosystem.
Conclusion
The introduction of User Choice Billing on Google Play in the UK marks a significant step towards increased flexibility and choice for both developers and users. By allowing alternative billing systems, Google addresses regulatory concerns and enhances the user experience by offering more payment options. Developers interested in participating in the UCB program should review the eligibility criteria and program requirements to ensure compliance and take advantage of this new opportunity.
