Google is rolling out User Choice Billing (UCB) in the United Kingdom, starting March 29th, initially for non-gaming apps. This move aims to provide developers with more flexibility in payment processing and addresses concerns raised by the UK’s Competition and Markets Authority (CMA). The introduction of UCB builds upon Google's existing experience in the European Economic Area (EEA) and other regions, where similar billing choices have already been implemented.The core principle of User Choice Billing is to allow developers to offer an alternative in-app billing system alongside Google Play’s standard billing system. When making a purchase, users will be presented with both options and can choose their preferred method. Google emphasizes that these options will be displayed neutrally, enabling users to make informed decisions about their payment preferences. This initiative reflects Google's commitment to engaging constructively with the CMA's investigation into payment systems for in-app purchases on Android devices.Many global developers are already familiar with User Choice Billing, and this expansion allows them to extend these options to their users in the UK. While Google reports that over 90% of developers are satisfied with Google Play’s billing system, which provides a secure platform for subscriptions and digital goods, the company recognizes the need to accommodate developers who desire greater control over their payment processing. Furthermore, Google is proposing a reduction in its service fee for developers who offer UCB. If a user chooses an alternative billing system, Google's service fee will be reduced by 4%. If developers opt out of offering Google's payment processing system altogether, the reduction is slightly lower, at 3%. This adjustment aims to incentivize the adoption of UCB while still maintaining a sustainable ecosystem for the Play Store.The introduction of User Choice Billing in the UK signifies a continued shift towards greater openness and flexibility within the Android ecosystem. It aligns with the broader trend of regulatory scrutiny and the need for tech companies to adapt their operating models to address competition concerns. As the Digital Markets Act continues to shape the landscape in the EEA, Google is proactively adjusting its practices to meet these evolving requirements and provide more choices to both developers and users.
