Stop running ads from an iOS device…

Beginning in February, Apple began enforcing a 30% service fee on Facebook and Instagram ads initiated from iOS apps. Meta pays this fee and passes it on to you. At the time, this enforcement applied to the United States only.

This is now expanding to the rest of the world.

How to Avoid the Fee

Understand that Meta doesn’t want you to pay these fees either. They go straight to Apple and ultimately impact your return on ad spend.

I’ve seen advertisers posting screen shots of these added fees, and they assume that this is something Meta is collecting. They’re not.

There’s an easy way around this. You may even see a message from Meta when you attempt to publish ads that will result in that fee.

A Help Center article from Meta also tries to help guide you.

To avoid Apple’s service fee, you simply need to publish your ad from desktop or other non-iOS device. Or technically, you could use that iOS device and publish from web.

If you don’t have an iPhone or iPad, this doesn’t impact you. If you’re using a Mac, you’re good. If you shun all Apple products, keep doing what you’re doing and ignore this message.

In general, it’s a good reminder that you should be using Ads Manager from desktop anyway. This is yet another reason.