Google to Launch User Choice Billing for UK Developers on March 29

The new option, initially available to non-game developers, allows alternative billing systems alongside Google's with a reduced fee structure.

Google has announced the rollout of user choice billing on Google Play in the UK, starting March 29, 2025.
Non-game developers will be the first to access the option, which allows them to offer alternative billing systems alongside Google's own system.
Developers choosing alternative billing systems will receive a 4% discount on the standard fees charged by Google, which can reach up to 30% on in-app transactions.
The rollout follows regulatory scrutiny from the UK's Competition and Markets Authority (CMA) and mirrors similar implementations in regions like the U.S., India, and the European Economic Area.
The CMA previously investigated Google and Apple for anticompetitive practices but closed its probe in 2024, opting for broader regulatory reforms such as the digital market competition bill.